<DOCUMENT>
<TYPE>EX-99.1
<SEQUENCE>2
<FILENAME>e18683ex99_1.txt
<DESCRIPTION>PRESS RELEASE
<TEXT>
                                                                    Exhibit 99.1


 Coors Signs Agreement to Outsource Servicing of On-Trade Dispense Equipment
                                 in the U.K.

    GOLDEN, Colo., Aug. 3 /PRNewswire-FirstCall/ -- Adolph Coors Company
(NYSE: RKY) today announced that its Coors Brewers Limited (CBL) operating
subsidiary in the United Kingdom has reached an agreement with Service
Dispense Equipment Ltd. (SDE) to outsource the management and servicing of
CBL's on-trade dispense equipment.
    Under the 10-year technical services agreement, SDE will acquire CBL's on-
trade beverage dispense equipment and provide ongoing maintenance and
procurement services for Coors in the U.K.  The agreement will combine CBL's
existing technical services operation with that of U.K. brewers Scottish
Courage and Carlsberg UK, both of which reached similar agreements with SDE
earlier this year.
    Coors Brewers, Scottish Courage and Carlsberg UK will each own an equal
voting interest in SDE, which will own and service the dispense equipment of
all three brewers.  SDE will contract with a separate business, Innserve Ltd.,
to perform day-to-day technical services, including on-trade cellar services,
maintenance and installation of fonts, lines, coolers and other equipment used
to dispense on-trade beverages.
    Peter Kendall, chief executive officer of CBL, said, "Our technical
services agreement with SDE is a significant development that will benefit our
on-trade customers, beer drinkers throughout the United Kingdom and Coors
Brewers Limited.  The move will increase CBL's operational productivity and
improve asset utilization, which will help us drive profitability in our U.K.
business.  Our on-trade customers will benefit from greater standardization of
dispense equipment and enhanced service levels, with beer drinkers ultimately
enjoying even better quality Coors beverages."
    The agreement is subject to the approval of the Office of Fair Trading
(OFT) in the U.K.  If the agreement is approved by the OFT, the company
expects the majority of its current technical services staff of 320 employees
to join the workforce of Innserve Ltd. and the new technical services business
to be fully operational by early 2005.
    Tim Wolf, chief financial officer for Adolph Coors Company, said, "This
important arrangement is consistent with our financial objectives because it
will provide opportunities for more effective use of cash, further debt
reduction, and increased returns on capital.  We estimate that the agreement
will increase total company cash flow by approximately $80 million in 2004.
This improvement is composed of a cash receipt of about $95 million from the
sale of dispense equipment upon completion of the agreement, partially offset
by our investment in SDE and restructuring and implementation costs.
    "We anticipate a positive impact from this arrangement on 2004 net income
of about $4 million, primarily due to a consolidated tax benefit resulting
from the agreement, largely offset by a loss on the sale of assets,
restructuring and other related costs.  We expect this one-time tax benefit to
total approximately $36 million and to reduce the company's effective tax rate
for 2004 by about 10 percentage points, compared to what it otherwise would
have been.  The book loss on the sale of assets and other costs are expected
to negatively impact Europe segment financial results by about $32 million in
the second half of 2004.  In future years, we estimate that this new approach
to managing our dispense equipment will yield cost savings and increase cash
flow each an average of more than $5 million per year on a consolidated basis,
primarily driven by improved on-trade operating efficiencies."
    The company noted that its estimates of the new arrangement's impact are
subject to risk factors that include finalization of asset valuations,
transitional details, and future foreign exchange rates.

    Founded in 1873, Adolph Coors Company is the world's eighth-largest
brewer.  The company's Coors Brewers Limited subsidiary is the U.K.'s second-
largest brewer, with brands that include Carling -- the best-selling beer in
the U.K. -- Grolsch, Worthington's, Reef and the recently launched Coors Fine
Light Beer.  Adolph Coors Company's principal U.S. subsidiary is Coors Brewing
Company, the third-largest brewer in the U.S., with a portfolio of malt
beverages that includes Coors Light, Coors Original, Aspen Edge, Killian's,
Zima and the Keystone family of brands.  Adolph Coors Company stock trades on
the New York Stock Exchange under the symbol RKY.  For more information on
Adolph Coors Company, visit the company's website at www.coors.com.

    Forward-Looking Statements
    This press release includes "forward-looking statements" within the
meaning of the federal securities laws, commonly identified by such terms and
phrases as "expects" or "expected to," "could be affected," "estimates" and
other terms with similar meaning indicating potential impact on our business.
It also includes financial information that has not been reviewed by the
Company's independent auditors.  Although the Company believes that the
assumptions are reasonable upon which this financial information and its
forward-looking statements are based, it can give no assurance that these
assumptions will prove to be correct.  Important factors that could cause
actual results to differ materially from the Company's projections and
expectations are disclosed in the Company's filings with the Securities and
Exchange Commission.  These factors include, among others, changes in consumer
preferences and product trends; any inability of a supplier to provide
sufficient packaging materials; and increases in costs generally.  All
forward-looking statements in this press release are expressly qualified by
such cautionary statements and by reference to the underlying assumptions.  We
do not undertake to publicly update forward-looking statements, whether as a
result of new information, future events or otherwise.

SOURCE  Adolph Coors Company
    -0-                             08/03/2004
    /CONTACT:  media, Kabira Hatland, +1-303-277-5805, or Investor Relations,
Dave Dunnewald, +1-303-279-6565, or Kevin Caulfield, +1-303-277-6894, all of
Adolph Coors Company/
    /Web site:  http://www.coors.com /
    (RKY)

CO:  Adolph Coors Company; Coors Brewers Limited; Service Dispense Equipment
     Ltd.; Scottish Courage; Carlsberg UK
ST:  Colorado, England
IN:  FOD REA
SU:  CON

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