Coors Boycott: The Influence of the Chicano Movement

Support for the Boycott

The nationwide boycott of the Coors Beer Company was largely sustained by three groups in particular: specifically Chicano communities, the head figures/leaders of the Boycott itself, and the general public more broadly. These groups worked at times apart but more fiercely together in order to combat the impacts of racism and discrimination of the Coors Beer Company. Without the financial, emotion, and social support, the Coors family and the affects of their political views in the workplace would not have been rightfully challenged and the end of the extent to which their discrimination would have continued becomes harder to imagine.

Each type of support, no matter how big or small, all added up into what became a major piece in the stories of Coors beer, politics, Colorado history, and the Chicano Movement (El Movimiento). Because of the expediency of which the participants of the Chicano Movement were willing to take up another boycott, the more quickly the Coors Boycott became known throughout the country.

At one point during the protesting and boycotting of all Coors products, several Democratic politicians, including Congressmen, Senators, and Assemblymen, joined the cause and officially contributed their name into the growing list of supporters. Liberal Democratic support was just the support the Coors Boycott needed. Who better to lend official support than elected officials who consequently held major positions of power in American politics? By gaining the official support of U.S. political representatives, those fighting against Coors earned more credible backing, and possibly more cooperative allies for future stages of the boycott. 


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