Juan "Freddie Freak" Trujillo

Chapter 3. Coors Boycott

The boycott on the Coors Brewing Company began in 1966. There were three core issues that lead to the boycotts of the company which included the non-cooperation of unions, hiring practices that discriminated against minorities, and family members of the Coors Family supporting and funding right wing politics . These three issues lead people to boycott the beer for two decades.

Mexican-Americans were treated poorly in the company. of the 1400 employees Coors Brewing Company had only 2% were of Mexican American descent. Also these employees were paid next to nothing and worked the worst jobs.

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