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                                                                    EXHIBIT 23.1


                       CONSENT OF INDEPENDENT ACCOUNTANTS

         We hereby consent to the incorporation by reference in this
Registration Statement on Form S-3 to be filed pursuant to Rule 462 of our
report dated February 9, 2000 related to the consolidated financial statements
of Adolph Coors Company and its subsidiaries, which appears in the Registration
Statement on Form S-3, as amended as of October 27, 2000. We also consent to the
incorporation by reference in this Registration Statement of our report dated
February 9, 2000 relating to the financial statement schedule which appears in
the Adolph Coors Company's Annual Report on Form 10-K for the year ended
December 26, 1999. We also consent to the incorporation by reference in the
Registration Statement of the references to us under the heading "Experts",
"Summary Historical Consolidated Financial Data" and "Selected Historical
Consolidated Financial Data" in the Registration Statement on Form S-3, as
amended as of October 27, 2000.

/s/ PricewaterhouseCoopers LLP
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PricewaterhouseCoopers LLP
Denver, Colorado
November 14, 2000