Coors collectibles & memorabilia
Coors is a North American brand of beer. Advertising memorabilia related to the brand is a popular area of breweriana collectibles.Background
The Coors brewing company was established in Golden, Colorado in 1873.
The company survived Prohibition by converting to a malted milk and near beer factory, and reopened to become successful beer brewers once more in 1933.
From the very early days of Coors, its owners knew the value of marketing, shipping the beer out to thirsty miners. In the years after Prohibition, the simple slogan ‘Brewed with Pure Rocky Mountain Spring Water’ was introduced, and continued to be used for half a century. They often use the symbol of mountains behind the Coors logo to emphasise this heritage.
For much of its history, Coors beer was a strictly regional Western American product. It became a novelty in the East, with cases taken back by East Coast visitors to the west as a souvenir, including apparently President Gerald Ford. Nationwide distribution was not established until the mid-1980s. This ‘Coors mystique’ increased demand for the Rocky Mountain beer, and played a part in marketing it.
In the post-war period, Coors began to experiment with its packaging. They introduced the country’s first all-aluminium beverage can.
In the 1970s, the pollution free push tab can was introduced, but consumers disliked it and it was discontinued, making surviving cans with this feature very rare.
Advertising was stepped up at this point as the brand gradually expanded to become international.
Coors have occasionally used a carton wolf to advertise their light beer.
In 1978, the Coors Light beer was launched as a response to interest in lower calorie beverages. The slogan of Coors Light is ‘Silver Bullet’, a description of the can it comes in.
The 1990s saw expansion to other countries. Coors began sponsoring British football in the 1990s, as well as sponsoring of American football and racing at various times.
Their innovations with packaging continue with a bottle whose label turns blue when the beverage gets to the right cold temperature for consumption. Coors Light is known as the world’s most refreshing beer.
Collectible items of memorabilia
- Vintage Coors keg barrel clocks
- Coors neon advertising display signs
- Coors advertising clocks
- Coors cans and bottles
- Coors tankards
- Prohibition era Coors malted milk tins and jars
- Coors beer trays
- Model Coors beer trucks and vans
- Coors bar mirrors
- Coors globe bar lights
- Coors sports sponsorship related memorabilia
Variants and other products
Coors is responsible for over twenty different brands of beer in North America. Other than Coors, notable ones include
- Coors Banquet (original Coors beer)
- Coors Light
- Blue Moon
Coors’ long term seclusion to the western American states means that antique & vintage advertising can be somewhat elusive.
It is easier to find more modern pieces of memorabilia, such as neon signs. These can be found on eBay, at auction, or at second hand stores.
- Coors Golden Malted Milk store tin (Prohibition era) sold for $700 at Showtime Auction Services in 2011
- A life-sized Coors Light Beer advertising wolf display figure, sold for $500 at Dirk Soulis Auctions in 2005
- Two Adolph Coors serving trays sold for $225 at Bruhn’s Auction Gallery in 2012
- Coors neon sign with mountains, sold for $225 at Crescent City Auction Group in 2006
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