Coors Brewing Company

1930s

PROHIBITION FINALLY ENDS. THE COORS BREWERY RETURNS TO SUPPLYING THIRSTY CITIZENS WITH THEIR BELOVED BEER. THIRSTY FOLKS EVERYWHERE BREAK INTO UNPROMPTED JIGS. COORS DISTRIBUTION REACHES 10 WESTERN STATES.

1940s

THE GREAT DEPRESSION ENDS. COORS BOTTLE LABELS TOUT “BOCK BEER,” A STRONG GERMAN-STYLE BEER THAT TRADITIONALLY MARKS THE ARRIVAL OF SPRING WITH A SATISFYING KICK.
WWII HITS. THE GOVERNMENT GIVES COORS CONSENT TO BUY SUPPLIES—PROVIDED HALF OF THE BEER IS RESERVED FOR MILITARY. TROOPS ENJOY COORS, ULTIMATELY RETURNING HOME THIRSTY FOR ITS TASTE. DEMAND GROWS. AVAILABILITY IS SCARCE. AND A MYSTIQUE IS BORN.
COORS BREWERY LAUNCHES THE COUNTRY’S FIRST ALL-ALUMINUM BEER CAN, SCRAPPING THE TRADITIONAL STEEL AND ITS UNSAVORY EFFECTS ON THE BEER. THE BREWERY REDEFINES HOW BEVERAGES ARE PACKAGED, WHILE SPARKING A RECYCLING REVOLUTION. MODERN METALS MAGAZINE HONORS BILL COORS AS ITS “MAN OF THE YEAR.”
COORS “YELLOW BELLIES” SIT ATOP ALL THINGS GROOVY, BUT DISTRIBUTION REMAINS LIMITED. CULT STATUS EXPLODES. ROAD TRIPS TO COLORADO AND COORS FILLED TRUNK SPACES BECOME AS WIDESPREAD AS THE ERA’S PANT LEGS.
COORS IS DISTRIBUTED IN 16 STATES, FUELING CROSS-COUNTRY TRIPS TO COLORADO. THE OIL CRISIS FILLS AMERICAN HIGHWAYS WITH COMMUTERS SEEKING CHEAP GAS AND COORS COUNTRY. EVEN A FORMER PRESIDENT PARTAKES, LOADING AIR FORCE ONE WITH AMPLE CASES OF COORS DURING A COLORADO TRIP.
LONG, SATISFYING SLURPS BOOM FROM THE EAST AS COORS CROSSES THE MISSISSIPPI RIVER. CANS EVOLVE. THE BREWERY CONTINUES PRODUCING ITS POPULAR LINE OF 8-OZ CANS, AND THE LABELS CHANGE IN 1983 AND 1988. LIFE IS RAD.
IN 1996 COORS WINS GOLD AT THE GREAT AMERICAN BEER FESTIVAL® FOR THE BEST, AMERICAN PREMIUM LAGER. THE NEW-LOOK COORS LABELS ARE DECKED OUT WITH THE BEER’S PREMIUM INGREDIENTS. THE TASTE, AS ALWAYS, IS PRICELESS. INDIANA, THE LAST STATE TO BE ADDED TO COORS’ DISTRIBUTION LIST, WELCOMES COORS WITHIN ITS BORDERS. AND, IN 1998, COORS CELEBRATES ITS 125TH ANNIVERSARY.
THE LEGENDARY COORS BREWERY IN GOLDEN, COLORADO STILL STANDS AS THE LARGEST SINGLE-SITE BREWERY IN THE WORLD. THE CANS GET FOUR NEW LOOKS IN ONE DECADE: Y2K-FRIENDLY REDESIGN IN 2000, BOASTING “ORIGINAL” IN PROUD FASHION IN 2003, THE RED AND WHITE “BANQUET” ICON MAKES A COMEBACK IN 2004, AND A BOLD, NEW LOOK THAT PAYS RESPECT TO ITS WESTERN SPIRIT AND LEGENDARY PAST SURFACES IN 2007.
THE 2000S END, AND COORS RELEASES FOUR COMMEMORATIVE CANS SHOWCASING FOUR LEGENDARY STORIES. THE CAN’S FRONT DESIGNS HAIL FROM 1880, 1936, 1959, AND THE 1950S. THE YELLOW BELLY’S BACKS TELL ABOUT THE COORS FAMILY, THE PRISTINE ROCKY MOUNTAIN WATER, AND WHY THE BEER’S CALLED BANQUET. WE’RE PROUD OF OUR HERITAGE, AND THESE CANS SHOW IT.