Business Editors/Science Editors/Technology Editors

WASHINGTON----The National
Geographic Society and IBM today launched a groundbreaking research
initiative that will trace the migratory history of the human species.S.S.

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Public
participation may be restricted in some countries, such as
China and India, where the export of genetic materials
requires government approval.

Genographic Legacy Project - Proceeds from the sale of the
Genographic Participation Kits will help fund future field
research and a legacy project, which will build on National
Geographic's focus on world cultures.
"As with many Latino families, this family fried most of their food to
have the ethnic taste," says Chef LaLa. Earlier this
year, Hispanic Magazine named Coors to its "Corporate 100" list, which
recognizes companies that provide the most opportunities for Hispanics through
diversity training, recruitment efforts, ethnic representation on their
boards, other minority business initiatives and funding for Latino-related
causes.

About Coors Brewing Company
Coors Brewing Company is a subsidiary of Molson Coors Brewing Company,
(NYSE: TAP; TSX).

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That
same respect extends to the many communities with whom we do business.
* September 25: Un Pueblo Festival at Balboa Park; San Diego, Calif. In addition, Mexico and Chile celebrate their independence
days on September 16 and September 18, respectively. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's
Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX.

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"We see this as the 'moon shot' of anthropology, using genetics to
fill in the gaps in our knowledge of human history ," said project
leader Spencer Wells. Individuals will be able to follow the
progress of their own migratory history as well as the global research
by logging on to nationalgeographic."
To kick off Hispanic Heritage Month, Coors will participate in national
gala events in Washington , DC, as well as a Mexican Independence Day
celebration in Denver.

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National Geographic and IBM Launch Landmark Project to Map How Humankind Populated Planet

com."
Scientists from IBM's Computational Biology Center, one of the
world's foremost life sciences research facilities, will use advanced
analytical technologies and data sorting techniques to interpret the
samples and to discover new patterns and connections within the data
they contain.
"The more we can improve our understanding of the common origin
and journey of humankind, the greater the possibility for all of us to
see each other as members of the same family," said Ted Waitt, founder
of the Waitt Family Foundation .
residents who trace their roots to Spain, Mexico, Central America, South
America and the Caribbean .

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Palmisano,
chairman and CEO of IBM. Blood
samples from indigenous populations , whose DNA contains key
genetic markers that have remained relatively unaltered over
hundreds of generations, are reliable indicators of ancient
migratory patterns. An international advisory board will
oversee the selection of indigenous populations for testing as
well as adhering to strict sampling and research protocols.

Discovery Health Channel Airs National Body Challenge on January 15th and 16th Featuring Chef LaLa

On day two of the show , Chef LaLa, certified nutritionist and author of
"Latin Lover Lite," assists a California Latino family to cook healthier food
with the same taste they are accustomed to. "My goal was to teach them that
cooking healthier doesn't need to sacrifice the taste they are familiar with.

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Over the next five years we'll be deciphering that story,
which is now in danger of being lost as people migrate and mix to a
much greater extent than they have in the past.

Public Participation and Awareness Campaign - The public can
take part by purchasing a Participation Kit, (U.S. For more information
on Molson Coors, visit the company's Web site, http://www.

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The project is expected to
reveal rich details about global human migratory history and to drive
new understanding about the connections and differences that make up
the human species. Wells and a consortium of scientists from
prominent international institutions will conduct the field
and laboratory research.

Coors' Hispanic Heritage Month events include:

* September 11: Fiestas Patrias Festival , at Coors Ampitheater; Chula
Vista, Calif.

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D.
With funding from the Waitt Family Foundation , the scientists will
establish 10 centers around the world and will study more than 100,000
DNA samples from indigenous populations.
"National Geographic has been exploring and mapping the world for
117 years," said John Fahey, President and CEO of the National
Geographic Society.nationalgeographic .discoveryhealth., In observance of Hispanic Heritage
Month, Coors Brewing Company is sponsoring events across the country to
celebrate the Hispanic community and its contributions to American history and
culture. Hispanic Heritage Month, held from September 15 to October 15,
recognizes the culture and traditions of the more than 40 million U.

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Led
by National Geographic Explorer-in-Residence Spencer Wells, Ph.
(ET/PT). A healthier
lifestyle is about better ingredients, healthier cooking techniques and
smaller portions.
* September 15: Mexican Independence Day "Mosaic of Mexico," cultural
event hosted by the Mexican Consulate of Denver, Colo. The company's
U.

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"There are ways to add flavor and to add culture to food without adding
all the fat and calories," explains LaLa.

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"
"IBM and National Geographic are embarking on a historic
expedition into our collective past," said Samuel J. "And with that awareness, we can find
ways to live and work together on a global basis.
September 15 marks the start of Hispanic Heritage Month to commemorate the
anniversary of independence of Costa Rica, El Salvador, Guatemala, Honduras
and Nicaragua.

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"Our two organizations have long contributed
to scientific exploration and achievement, extending in different ways
the boundaries of human knowledge and understanding.S., The Discovery Health Channel
will air NATIONAL BODY CHALLENGE on January 15th and 16th from 8-10 p.

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"
Chef LaLa works with the entire family to save them calories -- and
ultimately, pounds -- by substituting cooking sprays for lard , low-fat beef
and cheese for full-fat versions, and turkey bacon for regular bacon. "Eating should be a decadent
experience, not one that you dread because choices are limited. "Diversity is a cornerstone at Coors
because we know our differences ultimately strengthen us as a company.molsoncoors.

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"

The Genographic Project has three core components:

Field Research - Collecting DNA samples and field research
with indigenous populations are central to the project."

About Chef LaLa
Chef LaLa is author of "Latin Lover Lite" cookbook, trained in classic
French techniques at Le Cordon Bleu and studied Latin cuisine worldwide.
949-369-6515
lucila@ventanalife. Hispanic Community With National and Local Events in
September and October

GOLDEN, Colo.
"Through our involvement in Hispanic Heritage Month, Coors honors the
contributions the Hispanic community has made to the culture and economy of
the United States," said Frits van Paasschen, president and chief executive
officer for Coors Brewing Company.

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Members of the general public are able to participate in the
Genographic Project by purchasing a kit and allowing their own results
to be included in the database.95 plus
shipping and handling), and submitting their own cheek swab
samples, allowing them to track the overall progress of the
project as well as learn their own migratory history. These
personal results will be stored securely and anonymously to
ensure the privacy of participants. A
certified fitness nutritionist, Chef LaLa takes a health-conscious approach to
her cuisine. Coors Celebrates U.

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com/genographic) and National
Geographic's many other media platforms worldwide. The legacy project will
support education and cultural preservation projects among
participating indigenous groups.
* October 6: "Las Primeras" Awards Luncheon with MANA, a National
Latina Organization; Washington, DC
* October 15 -18: Hispanic Association of Colleges and Universities,
National Conference; Phoenix, Arizona

This fall, Coors is also supporting its retailers with Fiestas Patrias
holiday themed point of sale materials as well as its NFL Carne Asada
"Domingos de Coors Light" promotion which includes themed point of sale
materials and a Latin BBQ recipe book. Originally started as
National Hispanic Heritage Week in 1968, the observance was expanded to a
month-long celebration in 1988.

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, a
team of international scientists and IBM researchers will collect
genetic samples, analyze results and report on the genetic roots of
modern humans. We hope this
ambitious and important project will increase our understanding and
appreciation of our shared history. IBM is also providing the core computational knowledge
and infrastructure that will manage the hundreds of thousands of
genotype codes being analyzed by the Genographic Project. Chef LaLa Teaches Local Latino Family How to Eat Healthy

SAN CLEMENTE, Calif.
* September 13: National Hispanic Foundation for the Arts Gala;
Washington, DC
* September 14: Congressional Hispanic Caucus Institute Gala;
Washington, DC
* September 14-17: United States Hispanic Chamber of Commerce National
Conference; Milwaukee, Wisc.

Coors Brewing Company is a leader in corporate diversity and volunteerism,
nationally recognized as a champion of the Hispanic community in education,
cause-related business contributions and cultural arts support.

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The Genographic Project, a five-year research partnership, will
use sophisticated laboratory and computer analysis of DNA contributed
by hundreds of thousands of people, including indigenous peoples and
members of the general public, to map how the Earth was populated."
The resulting public database will house one of the largest
collections of human population genetic information ever assembled and
will serve as an unprecedented resource for geneticists, historians
and anthropologists.m.

About Discovery Health National Body Challenge
Kicking-off on January 14, the free, eight-week initiative is a fitness
and weight-loss challenge that provides participants with the tools and
information they need to get fit, shed extra pounds and adopt a healthier
lifestyle.com

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* September 29 - October 1: National Society of Hispanic MBA Conference;
Anaheim, Calif.

It is the third largest brewer in the U.

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"Our DNA carries a story that is shared by
everyone. The Genographic Project will
work with relevant authorities to achieve the broadest level
of public participation possible.com.

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The field science work, so
generously supported by the Waitt Family Foundation, will go into a
virtual museum of human history. We continue this
tradition of innovation that matters for the world and welcome the
participation of the hundreds of thousands of people who will join in
this amazing journey. $99.com.

Coors Brewing Company Salutes Hispanic Heritage Month

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"Now, as a result of our remarkable partnership
with IBM and Spencer Wells, we are deploying state-of-the-art science
and technology to map our journey across the planet. National Geographic and
IBM will regularly update the public and the scientific
community on project findings, by such means as the Web site
(www. The special takes an in-depth look at obesity in America by
following the physical and emotional journey of four Los Angeles families as
they work together to achieve healthier lifestyles.

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To register or for more information on the Discovery Health
National Body Challenge, visit http://www.S.

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Contact: Lucila Garcia
Ventana Results, Inc.

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