Back in the day, there was an intriguing mystery surrounding the availability of Coors beer beyond the western regions of the United States. People often wondered, pondered, and theorized why this popular brew was not allowed to venture eastward. Well, my friends, let’s dive deep into the history and unravel the truth behind this fascinating conundrum.
A Glimpse into Coors’ Brewing Process
To understand why Coors was not allowed east, we must first take a closer look at their brewing process. In those bygone days, Coors beer was meticulously crafted using a distinctive method. It underwent the filtration process, leaving behind a bright and clear liquid. However, unlike many other beers, it was not pasteurized.
The Chilled Delivery Dilemma
One critical aspect that contributed to Coors’ limited distribution was its unique delivery system. The beer was transported in chilled delivery trucks to maintain its freshness. However, this posed a logistical challenge when it came to delivering the beer to outlets outside of its limited regional area in the west.
Quality and Freshness Above All
Coors Brewing Company had always prioritized top-notch quality and freshness for its consumers. By refraining from pasteurization, they aimed to preserve the distinct flavors and characteristics of their beer. However, without pasteurization, Coors faced difficulties in maintaining the desired quality during long-distance transportation.
Regulatory Hurdles and State Laws
Another factor that hindered Coors’ expansion was the complex web of regulatory hurdles and state laws in the distribution of alcoholic beverages. Each state had its own set of regulations and licensing requirements, making it arduous for many breweries to expand their reach across state lines.
A Brewery Ahead of Its Time
It’s worth mentioning that during this era, Coors Brewing Company was ahead of its time in many ways. Their commitment to brewing a high-quality, unpasteurized beer and using chilled delivery trucks showcased their dedication to delivering a superior product to their loyal customers.
Changing Times and Market Demand
As time passed, and market demands shifted, Coors eventually decided to adapt. They made the decision to pasteurize their beer, aligning themselves with the prevailing industry practices. This change allowed Coors to expand its distribution reach, breaking free from its previous limitations.
The Worldwide Availability Today
Fast forward to the present day, Coors beer is now a global phenomenon, available in numerous countries around the world. The pasteurization process ensures its longevity, making it possible for Coors to satisfy the thirst of beer enthusiasts far and wide.
The Evolution of a Lager
It’s crucial to emphasize that Coors has evolved over the years, becoming what some may consider just another mass-produced American lager. However, its humble origins and the restrictions it once faced make for an intriguing tale in the history of brewing.
A Toast to Coors
So, as you savor that cold Coors on a hot summer day, take a moment to appreciate the journey this particular beer has traveled. From its limited distribution in the west to its current worldwide availability, Coors continues to be a beacon of brewing tradition and a testament to adaptability in the ever-evolving beer industry.
