Back in the 1970s, purchasing a can of Coors beer wasn’t as simple as walking into any local grocery store or bar and picking up a pack. Surprisingly, there were certain limitations on Coors beer that prevented it from being widely available across the United States. One of the main reasons behind this was the lack of national distribution until 1986, which had a significant impact on Coors’ accessibility.
The East of the Mississippi Barrier
One intriguing aspect of Coors’ limited availability was its inability to be legally sold east of the Mississippi River during the 1970s. Licensing restrictions prevented Coors from expanding its distribution to the eastern states, turning it into a rare and highly sought-after commodity. This made it a favorite item among collectors and even caught the attention of notable figures such as President Gerald Ford, President Eisenhower, and actor Paul Newman, who reportedly relished the exclusivity of the product.
National Distribution Challenges
Coors faced several obstacles in achieving national distribution. One major setback was the lack of a refrigerated distribution network, which made it difficult to transport their beer over long distances without compromising its quality. Additionally, Coors focused on maintaining a consistent flavor by using only fresh Rocky Mountain spring water, limiting their production volume and distribution capabilities.
Innovations in Brewing and Distribution
Despite the challenges, Coors gradually overcame these limitations and expanded its distribution network beyond the Mississippi River. With the introduction of new brewing and packaging technologies, Coors was able to extend its reach and attract a larger consumer base.
Rapid Growth and National Distribution
By 1986, Coors finally achieved its long-awaited national distribution, marking a significant milestone in the company’s history. With improved logistics, advanced brewing techniques, and the ability to maintain the quality of their products during transportation, Coors became accessible to beer enthusiasts across the entire United States. This breakthrough led to a dramatic increase in sales and further solidified Coors’ position in the beer market.
The Appeal of Scarcity
During its limited availability, the allure of Coors beer grew due to its scarcity. People often desire what they can’t easily obtain, and Coors became a symbol of exclusivity and prestige. This created a strong demand for the product, and individuals went to great lengths to acquire it, sometimes crossing state lines or even smuggling it from areas where it was readily available.
Coors Today
Today, Coors beer is a well-established brand that can be found in stores and bars throughout the United States. It has successfully overcome the challenges it faced in the past and solidified its position as one of the leading beer producers.
Conclusion
In summary, the reason you couldn’t buy Coors in certain areas during the 1970s was due to the lack of national distribution. Coors was not licensed to sell east of the Mississippi River and had limited production capacity. These limitations, combined with a scarcity-induced allure, made Coors a highly coveted beverage. Nevertheless, over time, Coors conquered the barriers and obtained national distribution success, cementing its status as a beloved beer brand enjoyed by many today.
