Coors Boycott Hist 312

Race Rights

The dominant leadings of the Coors boycott came from those of hispanic heritage. In Colorado, the hispanic and chicano residents held the majority of the boycott and protests due to the extremely low hiring rate of their race in the Coors Brewing Company. Those with spanish surnames had only held a small portion of general laborer positions within the company as of the late 1960s and only one reported a hispanic individual was employed in a professional position. Throughout the peak of the boycott the Colorado Chicanos such as Joe Espinoza, Corky Gonzalez, and Juan Federico “Freddie Freak” Trujillo took great strides in making their voices heard about their disapproval of Coors's “right-winged politics” and “racist policies.”
Their influence alongside the countless other chicanos who were making their voices heard right along side them in any way they could about their outrage towards Coors made quite the show. Many supporting groups such as the Brown Berets and other chicanos would resort to violence towards themselves if they saw one of their own drinking a Coors product in order to protest the horrible polices and ideals that the Coors Brewing Company had in place during the time.




 

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