Protests and Demonstrations
The public element of the Coors Boycott played a critical role in creating the change that they wished to see. While official letters of support were important in boosting morale, without the masses organizing, protesting, and gathering to show their unity and strength, the boycott would not have had the momentum that is needed for effective change.
A memorable moment of protesting Coors Beer Company was on the Southern Colorado State College campus, now Colorado State University-Pueblo. The image to the right reveals how seriously those supporting the boycott were against the selling of Coors products on SCSC's campus. This specific protest which involved the preventing and blocking of the distribution of Coors was but one of many similar moments throughout Colorado as well as the nation.
Other protests were not outside public displays, rather they took the form of individuals simply refusing to buy or consume Coors beverages. This more simplistic approach was not as loud and proud, much like Chicano led demonstrations, but it helped the cause nonetheless and it certainly hurt the pockets of the Coors family.
The next photo shows supporters united in a public demonstration on the streets of their community. With signs like "Chicanos Sí, Coors No" and "Coors Discriminates Against Chicanos", protesters criticize Coors as well as aim to gain support for the Coors Boycott.
Those with experience organizing in their schools and communities held an open forum dedicated to the facilitating of greater discussion and understanding of the Coors cause. This example shows how students used their voices and their access to resources in order to contribute to the conversation of the harmful discrimination made by Coors Beer Company.
Support for the Coors Boycott was and is always for the people and by the people. Those who felt the pressures of conservative politics upon them in the workplace made a stand against the Company and the family responsible. The protests and demonstrations came in many forms and each was an important piece of the support for the Coors Boycott.
Though the Coors Boycott is said to have officially ended in 1987, some still choose to boycott Coors to this day. Arguably, the Coors Boycott has thrived and survived in large part to the Chicano Movement.
