What was ironic about the liberal worship of the Coors brand was the fact that the Coors brewery was owned by some of the most fanatical conservatives to venture into politics. Adolph Coors had started the brewery in Golden, Colorado, back in 1913, and it had stayed in the family until the 21st Century. There was an unwritten rule that no outsiders were allowed in the brewery, which essentially meant no blacks and no Mexicans. It was also an anti-union shop, which also rankled those trying to organize the brewery workers. On top of that, there were the outspoken politics of Joseph Coors, who formed the Committee for the Survival of a Free Congress in the '70s (later, it became the Free Congress Foundation) and was an early backer of Ronald Reagan's run for president in 1976 and again in 1980. The Committee's principal mission was bashing liberals and liberal causes, which was basically Coors thumbing their noses at their biggest beer-drinking constituency.
The attempts to organize the Coors brewery, and the rumors of their discriminatory practices against Hispanics led to a boycott effort in California, and that boycott was a heated topic on the Stanford Campus in 1979. The esteemed Senate of the Associated Students of Stanford University decided that the issue required further study, and in early 1979, the Senate sent a delegation to Golden, Colorado, to discuss the boycott with the Coors family. They came, they saw, they quaffed, and they left. The four student senators came back to Stanford and issued a final report: "Burrrp!"
The delegation also reported back to the Senate that they had found out, among other things, the secret to Coors Light, which was a light beer that managed to produce a nice, foamy head when poured into a glass (supposedly, Lite Beer, which was Miller Beer's pioneering brand, had no head). Miller Beer had captured the attention of beer drinkers with its "everything you wanted in a beer - and less" ads, featuring any number of personalities from the worlds of literature, motion pictures and especially sports. The other brewers tried to counter the runaway popularity of Lite Beer by introducing their own light brands; I'm not sure of the origins of this ad, though I suspect it was Coors again. Whatever it was, a cartoon was sure to follow.
Now, I already mentioned my skepticism that heat pasteurization could kill the taste of urine. When someone says, "This beer tastes like piss", they are not far off the mark. The brewing process essentially consists of introducing yeast into a porridge of malt, barley, hops and a few other choice ingredients. The yeast, who cannot believe their good fortune at having been invited to an all-you-can-eat buffet of their favorites, proceed to gorge themselves, and then their tiny little bodily functions take over. The food acts as a powerful diuretic, and the yeast piss themselves until they drown. You drink the piss. Now, while you may be tempted to tell your bartender, "I'd like a glass of yeast piss, please", you may want to refrain.
And let's end this essay with a story about Budweiser's mascot. In 1988, before the Budweiser Frogs had been created, Anheuser Busch came up with another cute little animal to sell their beer products - a lumpy, nondescript bull terrier named Spuds McKenzie. Spuds was described as a party animal, and he was competition for Alex, the beer-fetching dog popularized in commercials for Stroh's Beer. But Spuds had a decidedly Jamaican lilt to his attitude, which was kind of hard to fathom in a bull terrier. Nonetheless, I was inspired to come up with a poster that played on the brief popularity of Spuds McKenzie.
I've got to admit - the potato looks like that dog.