Coors Boycott: The Influence of the Chicano Movement Main Menu Beer and Politics: An Introduction An introduction to the who, what, when, and where of the Coors Boycott Coors: Corruption and Discrimination How did the issues within Coors spark the boycott? What did Coors do during the Boycott? Support on Coors' Side Who was supporting Coors during this boycott? What was Coors perspective on the matter? Support for the Boycott Who supported the Boycott as it was occurring, why did they support it, and specific examples of supporting documents Impact and Legacy What happened to Coors? Was the boycott effective? Coors today? Credits Fliers and Cartoons

Letters of Support

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The letters of support included messages of "full support" and endorsement for the cause. These letters also often declared the permission from the supporters for the Teamsters Coors Beer Boycott to "use [their] name in advertisements and leaflets in support of the Coors boycott." The Teamsters Coors Beer Boycott group in San Francisco, California welcomed letters of support from Vietnam Veterans Against the War Winter Soldier Organization, Union W.A.G.E. (women's alliance to gain equality), American GI Forum of the United States, M.E.Ch.A. (Movimineto Estudiantil Chicana/o de Aztlan), the Black Panther Party, members of the LGBT community, and others.

Several of the official support letters included greetings and endings written in Spanish. For example, the Chicano Federation of San Diego County finished with "Gracias (thanks)", M.E.Ch.A. began with "Queridos Hermanos (My dear brothers/friends)", and ended with a signature from Regina Sanchez "Su Hermana (Your sister)", while others included encouraging words such as "Venceremos (we will defeat/overcome)" and "Adelante (carry on/go forward)".

The diversity among the groups and individuals who supported the boycott of Coors beer shows just how universal the outrage of discrimination is between differing marginalized groups of the United States; or as the support letter of La Confederacion De La Raza Unida put it, "A struggle to one is a struggle to all".

The letters of support that came in from all around the country certainly created a boost in morale. Once the boycott against the Coors company had far-reaching and official support, the knowledge of progress gave the protesters here in Colorado a stronger point to argue. They could now better convince themselves that their voices were being heard and - most importantly - it could convince Coors that the protester's voices were being heard.

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  1. Public Support and Action Cheyenne Romero

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