Coors Boycott: The Influence of the Chicano Movement

Public Support and Action

The Coors Boycott was supported by groups/organizations, politicians, schools, as well as the general public, many of whom were from Chicano communities but not all. It was from these groups that the boycott evolved into a powerful movement aimed at challenging the Coors family's views that became their company's policies and in turn adversely affected America's working class. It was with the support, dedication, and action of protesters and activists, including many Colorado natives, that the Coors Boycott would start discussions and garner change in college campuses, workplaces, stores, and other political spaces throughout Colorado and the Nation.

The different spheres of support for the Coors Boycott were intermingled in a way that allowed for strength in numbers as well as in unity. Support letters from specific groups were key documented pieces of an official and uniting front. An example being the letter from the Vietnam Veterans Against the War Winter Soldier Organization who declared: "our name can be used in the connection with the boycott" for the collective "Unity in the struggle".

Another important piece of the boycott against the Coors Beer Company was in the public domain. The public's role, and perhaps the most important role, can be broken up into several categories.
The organizing of peaceful demonstration, monetary donations (in order to cover the costs of running a nation-wide boycott), the support of unions and workers, and simply not purchasing or consuming Coor's products.

Whether or not the either side might succeed or fail would come down to sheer numbers: the numbers of those in support for the boycott, and the numbers with regards to the money Coors could loose.

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