Coors: The Beer For Those Who Don't Know Better

Coors beer has a long and complex history in the United States. Founded in 1873 by German immigrants Adolph Coors and Jacob Schueler, the Coors Brewing Company became one of the largest beer manufacturers in the country. For much of its history, Coors beer was only available in certain Western states, which gave it a certain mystique and made it a sought-after beverage in other parts of the country. The beer's popularity was also bolstered by its association with celebrities and political figures, such as Paul Newman and Henry Kissinger. However, the company also faced controversies, including accusations of discriminatory hiring practices and labor disputes, which led to boycotts and strikes. Despite these challenges, Coors remained a prominent brand and eventually expanded its distribution nationwide. Today, Coors is known for its commitment to LGBTQ+ employees and consumers, marking a significant shift from its controversial past.

Coors' illegality in the United States

Coors beer was illegal in the United States for a variety of reasons, including the company's refusal to disclose its brewing process, accusations of selling watered-down beer, and its unpasteurized nature and lack of preservatives.

Refusal to Disclose Brewing Process

Coors Brewing Company initially refused to disclose its brewing process to the federal government, which led to its beer being deemed illegal. However, in 1976, the company allowed the government to inspect its processes, and Coors beer became legal again.

Accusations of Watered-Down Beer

Coors was also accused of selling watered-down beer, which may have contributed to its illegal status.

Unpasteurized Nature and Lack of Preservatives

Coors beer was unpasteurized and did not contain any preservatives. This meant that the beer had to be kept refrigerated at all times, making long-distance transportation challenging. As a result, it was only available in Western states for a long time and was particularly difficult to find in Eastern states.

Limited Distribution and Labor Union Boycotts

Coors had limited distribution, only being available in 11 states until the 1980s. This limited distribution contributed to its illegal status in other parts of the country. Additionally, labor unions organized boycotts of Coors due to its labor practices, further impacting its availability.

State-Specific Regulations

Some states, like Oregon, had laws requiring beer sold for home consumption to be heated to a certain temperature, which Coors refused to do as they believed it would adversely affect the flavor.

Discrimination and Boycotts

Coors faced boycotts from various groups, including Mexican Americans, labor unions, and gay rights activists, due to accusations of discriminatory hiring practices and treatment of employees. These boycotts may have also contributed to the perception of Coors beer as illegal in certain areas.

In summary, Coors beer's illegality in the United States was a result of a combination of factors, including the company's initial refusal to disclose its brewing process, accusations of selling watered-down beer, the unpasteurized nature of the beer, limited distribution, state-specific regulations, and boycotts stemming from discrimination allegations.

Coors' unique brewing process

The Coors Brewing Company, founded in 1873, is an American brewery based in Golden, Colorado. The company's unique brewing process involves several steps, from malting to fermentation and aging, which contribute to the distinct flavour and quality of their beers.

Firstly, Coors malts their own barley, a process that begins with steeping. They soak the barley in water to clean and moisten it for germination. During germination, the barley starts to sprout, and natural enzymes break down raw starches into suitable starches for brewing. The kiln then stops the growth and toasts the barley, controlling the colour and flavour of the final beer.

The malt is then milled into malt flour or "grist." This step cracks the outer hull of the grain, allowing water to penetrate and dissolve the starch and sugars inside. The grist is combined with hot water in large kettles called mash tuns, where the heat and natural enzymes from the barley break down the starches into fermentable sugars, creating a mixture called "mash."

After filtering the mash to separate the solids from the sweet liquid ("wort"), Coors heats the wort to clarify it and reduce excess water. They add hops for aroma, spiciness, and to balance the sweetness. The wort is then strained, cooled, and transferred to a fermentation tank.

Coors uses the classic technique of closed horizontal box fermentation, which is done at cold temperatures. During fermentation, their famous yeast is added, and the yeast multiplies, consuming sugars and producing alcohol and carbonation. Fermentation typically takes eight to ten days, and the tank is maintained at cool temperatures to ensure optimal yeast performance.

After fermentation, the young beer undergoes maturation and secondary fermentation in large tanks, a process known as "lagering" in German. During this stage, the beer develops its natural carbonation and unique flavour. Ales and lagers differ in their maturation process, with ale yeast favouring warmer temperatures than lager yeast.

Coors beers, particularly Coors Banquet, are known for their malty-sweet flavour and mildly nutty taste. The company's commitment to quality and character has led to the use of unique techniques, such as Enzinger filters, to ensure the best-tasting beer.

In summary, Coors' brewing process, from malting their own barley to their careful fermentation and maturation techniques, contributes to the distinct flavour and quality of their beers, making them a popular choice among consumers.

Coors' popularity among celebrities

Coors beer has long been popular among celebrities, with its mystique and novelty factor contributing to its fame. The beer was once only available in certain Western states, making it a coveted item for those in the East. This exclusivity gave Coors an iconic status, which was reflected in the 1977 film "Smokey and the Bandit."

Some well-known figures who have been linked to Coors include Henry Kissinger and Paul Newman. Kissinger, a regular Coors drinker, would bring cases of the beer back to Washington, D.C., whenever he visited California. Paul Newman, known for his love of beer, was said to insist on having Coors on ice while on his movie sets. However, Newman's affinity for the beer contrasted with his disapproval of the Coors family's politics.

The popularity of Coors among celebrities and the general public can be attributed to various factors. For one, Coors has a unique flavour profile with a malty-sweet taste, a robust flavour, and a sour aftertaste. The beer is also unpasteurized and free of preservatives, which was a key differentiator from other beers at the time.

Additionally, Coors has a rich history that adds to its allure. The company was founded in 1873 by German immigrants Adolph Coors and Jacob Schueler, who bought a recipe for a Pilsner-style beer from a Czech immigrant. The Coors Brewing Company survived Prohibition and became one of the few breweries still operating by 1933.

Coors' expansion beyond the Western US

Coors beer was initially only available in the American West, specifically 11 states, including California and Texas. This was because the beer was unpasteurized and free of preservatives, so it had to be kept chilled and refrigerated, making long trips by car impossible. This limited distribution gave Coors a certain mystique and made it a novelty, particularly on the East Coast. Visitors returning from the western states often brought back a case, and this iconic status was reflected in the 1977 film *Smokey and the Bandit*.

Coors' expansion beyond the West was not without challenges. In 1976, Oregon did not approve sales of Coors in grocery stores until 1985. In 1987, the AFL-CIO ended its boycott of Coors after negotiations with Pete Coors, the head of brewery operations. The boycott had been organised by labour unions to punish Coors for its labour practices, including the hiring of replacements for striking workers during a 1977 strike.

Coors also faced accusations of discriminatory hiring practices, with Mexican Americans charging the company with discrimination following the passage of the Civil Rights Act in the late 1960s. This boycott lasted into the 1980s and was joined by labour unions and gay rights activists. In response to these accusations, Coors agreed to a federal lawsuit settlement in 1975, pledging not to discriminate against blacks, Hispanics, and women.

Coors' boycott by civil rights groups

The Coors boycott, which began in 1966, was a series of boycotts and strikes against the Coors Brewing Company, based in Golden, Colorado. Initially, it was a regional affair coordinated by the Colorado chapter of the American GI Forum and the Denver-based Crusade for Justice, two Hispanic groups that initiated the boycott due to the company's discriminatory practices targeting Hispanics and African Americans.

The boycott soon expanded to include other groups, such as labor unions, LGBT activists, women's rights groups, and African American organisations. Civil rights groups took issue with Coors' hiring practices, which discriminated against Hispanics, African Americans, women, and gays and lesbians. They also opposed the Coors family's support of right-wing political causes and their anti-union stance.

In 1977, the AFL-CIO, the largest federation of labor unions in the US, initiated a nationwide boycott of Coors to support striking workers at the company's Golden brewery. This strike lasted for over 20 months, and despite the majority of union members returning to work, the AFL-CIO boycott continued until 1987.

In the 1980s, Coors began making concessions to several minority groups, agreeing to hire more minority workers, support minority rights, and use union labour to build a new facility in Virginia. As a result, various groups began to end their participation in the boycott. In August 1987, the AFL-CIO agreed to end their boycott, and in December 1988, workers at the Golden brewery voted against unionising.

While the formal boycott ended by the late 1980s, some activists continue to boycott Coors beer to this day, particularly in the LGBT community, where several groups and activists still object to Coors over the company's past actions and the family's continued support of conservative politics.

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