Coors Boycott: The Influence of the Chicano MovementMain MenuBeer and Politics: An IntroductionAn introduction to the who, what, when, and where of the Coors BoycottCoors: Corruption and DiscriminationHow did the issues within Coors spark the boycott? What did Coors do during the Boycott?Support on Coors' SideWho was supporting Coors during this boycott? What was Coors perspective on the matter?Support for the BoycottWho supported the Boycott as it was occurring, why did they support it, and specific examples of supporting documentsImpact and LegacyWhat happened to Coors? Was the boycott effective? Coors today?CreditsFliers and CartoonsCheyenne, Bryana, Naomi366c519e9e71a9d3a9837fedd4b7faabd765a585
Chicano means power
12019-04-22T06:13:59-07:00Cheyenne, Bryana, Naomi366c519e9e71a9d3a9837fedd4b7faabd765a585327691Protesters showing their support for the Chicano Movement. Image found on outside source: https://pulpnewsmag.com/writers-of-el-movimiento-pueblo-chicanos-still-face-same-issues-from-the-1970s-683819f68ecdplain2019-04-22T06:13:59-07:00Cheyenne, Bryana, Naomi366c519e9e71a9d3a9837fedd4b7faabd765a585
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12019-02-21T18:25:04-08:00Connections to the Chicano Movement11How did the Chicano Movement affect the boycott? What was the Chicano perceptive during the boycott?plain2019-04-27T03:43:10-07:00 Since the time the Colorado Territory was annexed into the United States of America, Chicanos have, in a sense, struggled with their identity. In many instances, they have been expected to claim multiple identities at one time; often walking a fine line between their European and indigenous ancestry, which make up their mestizo heritage, and their assimilation to a Euro-American dominated society. For many Chicano citizens of Colorado, this double life was confusing and tiring. The Chicano movement was a time in which Mexican-Americans in Colorado, and around the whole nation, made this double life into one. In this movement, the people claimed their identity as being Chicano, blending together their American nationality and their mestizo heritage. The driving pieces of this movement were the actions that Chicano people took in order to fight against any discrimination toward them. These efforts were seen throughout the 1960's and 19'70s with the United Farm Workers' grape strike and the Coors Boycott.
This fight against discrimination toward Chicano people is also known as El Movmiento. To the Chicano people, the Coors Boycott was not just a fight against one company. It was a fight against the oppression and discrimination that society had imposed on the Chicano people throighout history. For them, it was not just about beer and politics, but it was a movement for the equality and the prosperity of all Chicanos to come.