Before the Boycotts
Pre-Boycott Problems for Chicanos
Chicanos before the boycotts, had already dealt with years of discrimination before this point. In fact, even before the Coors Boycotts Chicanos had already taken to civil rights in the 1950s as they started the Chicano Movement to not only preserve their identity and beliefs but also to strive toward equal treatment in the U.S. The Chicano Movement, started in the Southwest but also quickly expanded across the nation as it was taking stances for civil rights, with everything from desegregation, to pushing for anti-discrimination laws, and even anti-war stances. The Chicano Movement also helped bring awareness to Coor's discrimination towards minorities and were some of the biggest voices in protesting Coors to force change.The poster below protesting Coors as Scab beer shows the unity of the different people across the Southwest, in this poster was specifically produced in New Mexico, with Chicanos being the group that took the most active stance against Coors.