The Journey from Love to Hate: How Coors Beer Gained a Bad Reputation

Coors beer is often criticized for its poor taste and association with the struggles of the American brewing industry. This article delves into the history of Coors beer, exploring when and why the brand became so disliked.

When Coors Beer Became Unpopular

Well, it never tasted good. So, it’s no wonder people began to develop a negative opinion about Coors beer. In my experience, while working for a member of the Coors family, it was apparent that they did not value quality or consumer satisfaction. The Coors brand is often associated with a cheap and somewhat shady reputation, which has only exacerbated its fall from grace.

The Decline of American Pilsners and Breweries

American pilsners and breweries faced significant challenges, mainly due to the Prohibition era and its aftermath. The 18th and 25th Amendments played a pivotal role in the brewing industry's downfall. Prohibition was a period when government-controlled societal norms dictated the production and sale of alcoholic beverages in the United States.

The 18th Amendment and Prohibition

The 18th Amendment, ratified in 1919, prohibited the manufacture, sale, and transportation of alcohol in the United States. This amendment effectively shut down the honest brewers and hard cider industries, giving a disproportionate advantage to any criminals who managed to smuggle alcohol into the country. The failure to regulate and criminalize the sale of alcohol posed significant challenges to legitimate businesses.

During this time, the production of near beer became legal. Near beer is a fermented malt beverage containing low alcohol levels and is an imitation of real beer. By law, it could not contain more than 0.5 ABV and was only allowed to be called 'near beer' to avoid legal consequences. William Moeller, a fourth-generation German-American brewmaster, described near beer as having a "pronounced mealy or cooked flavor."

The 25th Amendment and Post-Prohibition

The 25th Amendment, which followed Prohibition and the repeal act, brought a series of concessions to control alcohol consumption. It introduced limitations on how much and when alcohol could be sold, referred to as APV (Alcohol Percentage Volume) limits. These limits severely restricted the types of alcohol that could be produced and sold. Nearly all of these near beers were made by either brewing a low-gravity beer or boiling away the alcohol to reach the legal limit, or simply watering down a very low alcohol beer.

In the 1960s and 70s, due to these limitations, 3.2% ABV near beer was the highest percentage alcohol beer that could be sold in grocery stores in many states. This limit was eventually reversed in the 1980s and 90s, allowing a wider array of uncooked, higher-quality beers to enter the market. Coors, like many other breweries at the time, became part of this "legacy of cooked, watered-down, carbonated barley beverage."

The Role of Craft Beer in Changing Perceptions

I cannot disagree with Mr. Losh's assessment, but I also believe that the rise of the craft beer industry played a significant role in shaping public opinion about Coors beer. During my time living abroad in the early 80s, I had the opportunity to experience the quality of beers produced in Germany, England, and Spain, which were far superior to the domestic options available at the time. Post-prohibition, with the expansion of the craft beer industry, domestic consumers have been able to taste a wide variety of high-quality brews without leaving the country.

Today, the journey from love to hate for Coors beer is a testament to the industry's struggle and the impact of regulation on consumer preferences. Coors beer is an embodiment of the near-beer era, and it serves as a warning of the potential consequences of prioritizing profit over quality in a highly regulated and competitive market.