The birth of Coors in 1873 launched a global beer empire and transformed the brewing industry.
The birth of Coors in 1873 launched a global beer empire, transformed the brewing industry and created a Colorado mystique that defines the state to this day.The brewery in the foothills west of Denver — the second-biggest in the world and largest in the U.S., producing 10 million barrels a year — is facing an existential crisis asand a new generation of drinkers moves toward alternative and healthier beverages.
The company's profits rose 3%, but market share slipped below 20% and remained well behind Anheuser-Busch InBev."As I look at the next 150 years, it's about getting back into a position where we are leading the industry," Peter Coors, the family's fifth generation to work at the brewery, told John in an interview at the brewery earlier this week.
Coors became the epitome of the Western lifestyle, captured in marketing with cowboys and mountains alongside slogans like "Taste the High Country," a campaign that is beingThe brewery and its affiliated Blue Moon and A.C. Golden brands, which date back to the 1990s, served as an incubator that helped train craft brewers and create Colorado's dominance in independent beer.
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