Coors Boycott Hist 312

Pre-Boycott Problems, Coors

Coors was not unused to controversy as it had already had to fight accusations and strikes of unsafe beer as in 1959 it switched from using pasteurization to a sterile filling line to make its beer. Also, Coor's pre-1960s already was facing problems with hiring minorities and women and while Coor's had initially allowed Unions to form it would start to come into conflict with them. However, until this time the government was not incentivizing diversity, especially as Coors had funded many conservative candidates and foundations which fought against inclusive hiring. There was still much prejudice towards minorities and women at the time so these problems failed to gain national attention right away. However, as the Civil Rights and Chicano Movement gained more attention and with the passing of the Civil Rights Act in 1964 the spotlight would slowly be turned towards Coors and their continued discrimination.

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