Coors Boycott: The Influence of the Chicano Movement

Coors Today

Today Coors is actually continuing to strive even after the affects of the boycott. During the boycott the country seemed split with many people choosing to boycott Coors and many others choosing to solely drink Coors as a show of their support for the company. This split can still be seen today as many people still actively work towards boycotting the brewery company. However this does not seems to sway Coors much as the company is still producing at a high rate with the brewery located in Golden, Colorado being one of the largest ones in the world. Coors has also continued to expand and revitalize their brand as time has gone on as well. Joining with a Canadian and becoming Molson Coors in 2005 and then later on expanding more to becoming MillerCoors which is actually one of the largest brewery companies by volume today. The Coors Brewing Company still hold co-ownership of all of these separate breweries however expansion called for shared power and it is unclear if Coors has full ownership of these other companies or not.

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