Coors Brewing Company Launches Campaign Showcasing Hispanic Community Leaders; Coors’ New Lideres...

Coors Brewing Company Launches Campaign Showcasing Hispanic Community Leaders; Coors’ New Lideres Ad Campaign Honors Hispanic Leaders and Calls for Involvement in Community-Based Organizations



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Golden, CO–(HISPANIC PR WIRE – BUSINESS WIRE)–June 7, 2006–Coors Brewing Company unveiled the Lideres advertising campaign yesterday at the Hispanic Association on Corporate Responsibility’s (HACR) 20th Anniversary Symposium in Washington, D.C. The new campaign showcases key Hispanic leaders in print ads that will run in Hispanic publications in Dallas/Ft. Worth, New York, LA and San Diego starting this month.

“These leaders are as diverse as the Hispanic community itself and through this campaign, Coors aims to recognize and highlight their accomplishments so people know who they are and what they do,” said Rafael Fantauzzi, corporate relations manager for Coors Brewing Company. “Coors is honored to bring visibility to Hispanic leaders who have made such a difference by being involved in their community — reminding us all that we can do the same.”

The Lideres ad campaign portrays the diverse demographics represented in the U.S. Hispanic community. The leaders are men and women, of various races and countries of origin, who have overcome obstacles and limitations to spark social change and create economic opportunities. Not only have the leaders achieved great success in their careers, but they have devoted their time and resources to furthering the Hispanic community’s goals.

Nine ads will begin rotation in June with three additional ads to be developed by the end of the year. The leaders participating in the campaign and their sponsoring organizations include:

— Daisy Aponte sponsored by MANA: A National Latina Organization

— Ish Arebalos sponsored by Fort Worth Hispanic Chamber of Commerce

— Gilbert F. Casellas sponsored by Hispanic Federation

— Willie Colon sponsored by National Puerto Rican Coalition

— Carlos de La Torre sponsored by Fort Worth Hispanic Chamber of Commerce

— Dr. Emilio Gonzalez sponsored by Cuban American National Council

— Raul Izaguirre sponsored by Arizona State University’s Center for Leadership and Civil Rights

— Judge Lena Levario sponsored by League of United Latin American Citizens

— Grace Lopez sponsored by Hispanic Federation

— Jose Montero sponsored by Cuban American National Council

— Representative Grace Napolitano sponsored by the Congressional Hispanic Caucus Institute

— Rosa Navejar sponsored by Fort Worth Hispanic Chamber of Commerce

— Marcela Poveda sponsored by National Puerto Rican Coalition

— Angel Reyes sponsored by League of United Latin American Citizens

— Alma Morales Riojas sponsored by MANA: A National Latina Organization

— Marisa Rivera-Albert sponsored by National Hispanic Leadership Institute

— Flora Sanchez sponsored by Search Institute

— Liz Torres sponsored by National Hispanic American Education Fund

— Connie Valiente sponsored by National Hispanic Leadership Institute

— Cid Wilson sponsored by Puerto Rican Legal Defense and Education Fund

“Coors has been a long-time partner of the Hispanic community,” said Alma Morales Riojas, executive director of MANA, A National Latina Organization and chair of HACR. “Their partnership with MANA, A National Latina Organization, and HACR has helped provide support to the Hispanic community through social programs and scholarships. The Lideres campaign is an innovative way for the country to learn about the many Latina and Latino leaders. What a wonderful way to embrace the leadership that helps create national change at the local community level.”

Coors approached Hispanic non-profit partners asking them to identify community leaders who represent the values of their organizations and the communities they serve. The ads feature photographs of the leaders in the communities where they make a difference. The ad copy is primarily in Spanish, but each leader has an opportunity share their English language mantra with the community, showcasing the importance of bilingualism and biculturalism.

“Having someone I could turn to for advice when I was starting my career was instrumental and motivated me to stay on course during the difficult times,” said Willie Colon, the Grammy award-winning musician. “That’s why I welcome the opportunity to join Coors Brewing Company and the National Puerto Rican Coalition in advancing the aspirations of talented Latinos through the Lideres program. I congratulate Coors for sponsoring this valuable leadership initiative and look forward to helping young people succeed in the music industry.”

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company (NYSE:TAP)(TSX:TAP). It is the third largest brewer in the U.S. The company’s U.S. brands include Coors Light, Molson Canadian, Coors, Killian’s Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company’s Web site, http://www.molsoncoors.com.

Editors Note: Electronic copies of the Lideres print ads and the leaders’ bios are available upon request.

Coors Brewing Company Launches Campaign Showcasing Hispanic Community Leaders; Coors’ New Lideres Ad Campaign Honors Hispanic Leaders and Calls for Involvement in Community-Based Organizations