Molson Coors Brewing Company Partners with Sweden's Leading Brewer, Spendrups, to Introduce Coors Light to Swedish Market DENVER and MONTREAL, Dec. 8 /PRNewswire-FirstCall/ -- Molson Coors Brewing Company (NYSE: TAP; TSX) and Spendrups Brewery have partnered to introduce Coors Light to beer drinkers in Sweden. As Molson Coors focuses on international growth, Coors Light, the world's most refreshing beer, is now available to a selection of sports bars and casual dining restaurants throughout Sweden. In addition, Coors Light is distributed through the Systembolaget network of state-run liquor stores throughout Sweden. The stores carry the Cold Activated Bottles which feature mountains on the label with thermochromatic ink that turns blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light introduced the Cold Activated Bottle in the U.S. in 2007, the latest in a long line of innovations and packaging enhancements that have been a hallmark of Coors beers. The introduction of Coors Light to the Swedish market is part of a larger Molson Coors global expansion strategy. The popularity of light, refreshing beer is growing globally, and Coors Light is well positioned to meet the demand. Coors Light travels well to new markets, with sales up over 35% in China and 50% in Taiwan. Additionally, sales of Coors Light have doubled in Ireland over the past five years, and 1 out of every 4 bottles sold in Dublin pubs is a Coors Light. "We are excited to partner with a leader like Spendrups Brewery to bring Coors Light to Sweden," said Dave McCarthy, vice president of Europe for Molson Coors. "We intend to grow our business, and we are confident that the right partnerships will help us achieve this goal, along with our consumer-preferred brand portfolio and a proven track record of building great brands." "The introduction of Coors Light to Sweden is perfectly timed with the market's growing interest and enthusiasm surrounding American beer," added Mats Liedholm, Spendrups marketing director. "We are proud to partner with Molson Coors and excited about the opportunity to bring the world's most refreshing beer to Sweden." The premium market in Sweden is growing rapidly with a particular focus on international beers. Market trends indicate that Swedish consumers are choosing quality products overall and are prepared to pay premium prices for what they perceive as premium beer, like Coors Light. Coors Light is available in more than 20 countries, including China, Vietnam and Mexico. About Molson Coors Brewing Company: Molson Coors Brewing Company is one of the world's largest brewers. It brews, markets and sells a portfolio of leading premium quality brands such as Coors Light, Molson Canadian, Molson Dry, Carling, Coors, and Keystone Light in North America, Europe and Asia. It operates in Canada through Molson Canada; in the US through the MillerCoors joint venture; and in the U.K. and Ireland through Coors Brewers Limited. For more information on Molson Coors Brewing Company, visit the company's Web site, http://www.molsoncoors.com/. About Spendrups Brewery: Spendrups Bryggeri AB was founded in 1897. We are just as committed and passionate about beverages now as then. Our brands include: Spendrups, Norrlands Guld, Mariestads, Heineken and Loka. The Family owned company Spendrups is an independent Swedish brewery that unites strong traditions with innovative ideas. The company has a workforce of around 1,100 and an annual turnover of SEK 2.7 billion. http://www.spendrups.se/ DATASOURCE: Molson Coors Brewing Company CONTACT: Kabira Hatland of Molson Coors Brewing Company, +1-720-317-4172, ; or Erik Jarnsjo, Beer Marketing Manager, +46 701-82 79 22, or Caroline Ekman, Corporate Communications Manager, +46 701-82 78 30, both of Spendrups Brewery Web site: http://www.molsoncoors.com/ http://www.spendrups.se/

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