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Coors Boycott: The Influence of the Chicano Movement

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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. It was from these groups that the boycott evolved into a powerful movement aimed at challenging the Coors family's views which had become 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 eventually garner change in college campuses, workplaces, stores, and other affected 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".

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 the support of neither purchasing nor consuming Coors products.

Public supporters also created other, perhaps more intriguing ways to get people involved in the boycott including designing and making t-shirts made to be worn in solidarity.

Whether or not 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 afford to loose.