The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to 4 degrees Celsius (39 degrees Fahrenheit).
Founding
In 1873, German immigrants Adolph Coors and Jacob Schueler, a Denver businessman, established a brewery in Golden, Colorado. Coors invested $2,000 in the operation in addition to Schueler's investment of $18,000. In 1880, Coors bought out his partner, becoming sole owner of the company.
The Coors Brewing Company managed to survive Prohibition relatively intact. Years before the Volstead Act went into effect nationwide, Adolph Coors with sons Adolph Jr., Grover, and Herman established the Adolph Coors Brewing and Manufacturing Company, which included Herold Porcelain and other ventures. The brewery itself was converted into a malted milk and near beer production facility. Coors sold much of the malted milk to the Mars candy company for the production of confection. Manna, the company's non-alcoholic beer replacement, was a near beer which is similar to current non-alcoholic beverages. However, Coors and sons relied heavily on the porcelain company as well as a cement and real estate company to keep the Coors Brewing Company afloat. By 1933, after the end of Prohibition, the Coors brewery was one of only a handful of breweries that survived Prohibition intact.
All the non-brewery assets of the Adolph Coors Company were spun off between 1989 and 1992; the descendant of the original Herold Porcelain ceramics business continues to operate as CoorsTek.
Products
For much of its history, Coors beer was a regional product; its marketing area was confined to the American west. This made it a novelty on the East Coast, and visitors returning from the western states often brought back a case. This iconic status was reflected in the 1977 movie Smokey and the Bandit, which centered around an illegal shipment of Coors from Texas to Georgia. The company finally established nationwide distribution in the U.S. in the mid-1980s.
In 1959, Coors became the first American brewer to use an all-aluminum two-piece beverage can. Coors currently operates the largest aluminum can producing plant, known as the Rocky Mountain Metal Container (RMMC), in the world in Golden, Colorado. RMMC is a joint venture between Ball Metal and Coors, having been founded in 2003.
In the 1970s, Coors invented the pollution free push tab can; however, consumers disliked the top and it was discontinued soon afterward. The long and current slogan of "Silver Bullet" to describe Coors Light is not for the beer but for the silver colored can in which the beer is packaged. Coors Light was once produced in the "yellow bellied" cans like Coors Banquet; however, when the yellow coloring was removed and the can was left mostly silver, many dubbed the beer as "The Silver Bullet"
Coors brewery in Golden, Colorado
Mergers
In 2003, Coors was rated third largest producer of beer in the United States, and the second largest brewer in the United Kingdom through its subsidiary, Coors Brewers Limited.On July 22, 2004, the company announced it would be merging with Canadian brewer Molson. The merger was completed February 9, 2005, with the merged company being named Molson Coors Brewing Company.
In August 2004, the Coors Brewing Company announced plans to add brewing capacity to the Shenandoah beer packaging facility in Elkton, Virginia by early 2007.Coors officials stated that this would "bring brewing capacity much closer to our important East Coast markets and distributors."
Labor issues
In April 1977, the brewery workers union at Coors, representing 1,472 employees, went on strike. The brewery kept operating with supervisors and 250 to 300 union members, including one member of the union executive board who ignored the strike. Soon after, Coors announced that it would hire replacements for the striking workers.[6] About 700 workers quit the picket line to go back to work, and Coors replaced the remaining 500 workers, keeping the beer production process uninterrupted.[7] In December 1978, the workers at Coors voted by greater than a two to one ratio to decertify the union, ending 44 years of union representation at Coors. Because the strike was by then more than a year old, striking workers could not vote in the election.
Labor unions organized a boycott to punish Coors for its labor practices.One tactic employed was a push for state laws to ban sales of unpasteurized canned and bottled beer. Because Coors was the only major brewer at the time not pasteurizing its canned and bottled beer, such laws would hurt only Coors.Sales of Coors suffered during the 10-year labor union boycott, although Coors stated that declining sales were also due to an industry-wide downturn in beer sales, and to increased competition. To maintain production, Coors expanded its sales area from the 18 western states to which it had marketed for years, to nationwide distribution.
The AFL-CIO ended its boycott of Coors in August 1987, after negotiations with Pete Coors, head of brewery operations. The details were not divulged, but were said to include an early union representation election in Colorado, and use of union workers to build the new Coors brewery in Virginia.
In 1988, the Teamsters Union, which represented brewery workers at the top three U.S. beer makers at that time (Anheuser-Busch, Miller, and Stroh), gained enough signatures to trigger a union representation election inside the Coors company. Coors workers again rejected union representation by more than a two to one ratio.
Super Cold Activation
Cold Coors Light is good. Super Cold Coors Light is better. 2-Stage ColdActivation lets you know when your Coors Light goes from Cold to Super
Cold so you can enjoy the World’s Most Refreshing Beer at its best...at
the peak of refreshment. Is cold beer that important? You be the judge.
In 2008, Coors Light became the official beer of NASCAR, replacing Budweiser.
In 2009, a Coors Light koozie depicting scenes from the 2010 Winter Olympics was offered in a limited number of cases that contained 28 bottles instead of 24.
Also in 2009, the Hillside Chalet Contest was created. The winner was given a six-night stay in Whistler, British Columbia, during the 2010 Winter Olympics.
Don't forget to stop by and see the HOT COORS LIGHT GIRLS in the store everyweekend starting Friday Saturday and Our Sport Specials on sunday
