EXECUTIVE CHANGES 1994-10-31 (3)

Coors Restructures Field Sales

wing Co. here has restructured its field sales operations into eight field business areas (FBAs) strategically located throughout the U.S. and managed by new area vice presidents.

The company has been moving to FBAs since it established pilot FBAs in California and Texas in January. The goal is to align Coors' resources more effectively at the retail, distributor and field marketing levels.

As part of the restructuring, Gary Styles has been named vice president of the Northwest FBA in Sacramento, Calif. He was previously manager of the Coors California pilot FBA.

Michael Jackson has been named vice president of the Southwest FBA in Irvine, Calif. He joined Coors from Kraft General Foods, where he was director of sales, for 13 Western states in the frozen desserts division.

Rob Caseria has been named vice president of the High Plains FBA, Denver. He was previously area sales vice president of Frito-Lay in Minneapolis.

Scott Whitley, previously manager of the Coors Texas pilot FBA, has been named vice president of the Texas/Oklahoma FBA in Irving, Texas.

Houston Ball, previously manager of the Coors Gulf Coast division, has been named vice president of the Gulf Coast FBA, Atlanta.

Pete Betka, previously director of the Eastern region, has been named vice president of the Northeast FBA, Edison, N.J.

The mid-Atlantic FBA location and staff will be announced at a later date, the company said.

Coors has also named Terry Nauslar vice president of sales development and operations. Nausler has been with the company for 12 years and previously held director positions in marketing, field marketing and distributor/sales development. Nausler also manages the Midwest FBA here.

Virginia Guthrie has been named director of sales operations. Reporting to Nauslar, she has responsibility for pricing, forecasting and sales development and operations planning. She had been senior finance group manager at Frito-Lay.

Dave Nichols has been named director of wholesaler networks, with responsibility for developing recommendations to make Coors and its distributors more cost-effective and market-effective. He was previously director of employee benefits.