Editing Coors Brewing Company (section)

=== Products ===
For much of its first 100 years of existence, Coors beer was marketed solely in the [[Western United States|American West]].<ref name=bplspok>{{cite news |url = https://news.google.com/newspapers?id=0B4jAAAAIBAJ&sjid=xvgDAAAAIBAJ&pg=2174%2C3162303 |newspaper = Spokane Daily Chronicle |title = Brewer plans Spokane plant |date = December 27, 1975 |page = 3.}}</ref><ref name=cpbrexp>{{cite news |url = https://news.google.com/newspapers?id=-0wyAAAAIBAJ&sjid=BOYFAAAAIBAJ&pg=1787%2C254410 |newspaper = Lawrence Journal-World |location = Kansas |title = Coors plans beer sales expansion |agency = Associated Press |date = August 2, 1977 |page = 8 }}</ref><ref name=kpsitcl>{{cite news |url = https://news.google.com/newspapers?id=qhRWAAAAIBAJ&sjid=B-IDAAAAIBAJ&pg=4949%2C76665 |newspaper = Eugene Register-Guard |location = Oregon |title = Beer keeps its cool but raises hot issue |last = Stahlberg |first = Mike |date = December 1, 1978 |page = 1B }}</ref> While [[California]] and [[Texas]] were part of the 11-state distribution area, [[Washington (state)|Washington]] and [[Montana]] were not added until 1976<ref name=bplspok /><ref name=add2momt>{{cite news |url = https://news.google.com/newspapers?id=uz5PAAAAIBAJ&sjid=UQIEAAAAIBAJ&pg=6869%2C3940352 |newspaper = [[The Blade (Toledo, Ohio)|The Blade]] |location = Toledo, Ohio |last = Lazarus |first = George |agency = KNS |title = Coor's beer adds two more states to market area |date = September 28, 1976 |page = 31 }}</ref> ([[Oregon]] did not approve sales in grocery stores until 1985).<ref name=alasact>{{cite news |url = https://news.google.com/newspapers?id=fOdVAAAAIBAJ&sjid=VuEDAAAAIBAJ&pg=6256%2C195249 |newspaper = Eugene Register-Guard |location = Oregon |title = Alas, another Coors tale |agency = (editorial) |date = October 2, 1984 |page = 10A }}</ref><ref name=csupose>{{cite news |url = https://news.google.com/newspapers?id=jYVUAAAAIBAJ&sjid=LI8DAAAAIBAJ&pg=2900%2C904948 |newspaper = Ellensburg Daily Record |location = Washington |agency = UPI |title = Coors steps up Oregon sales effort |date = October 5, 1984 |page = 9 }}</ref><ref name=cmatfrs>{{cite news |url = https://news.google.com/newspapers?id=CK1VAAAAIBAJ&sjid=mOEDAAAAIBAJ&pg=6732%2C2367789 |newspaper = Eugene Register-Guard |location = Oregon |title = Coors making another try for retail sales in Oregon |last = Detzel |first = Tom |date = April 11, 1985 |page = 12D }}</ref><ref name=croio>{{cite news |url = https://news.google.com/newspapers?id=W-5VAAAAIBAJ&sjid=g-EDAAAAIBAJ&pg=4611%2C5148732 |newspaper = Eugene Register-Guard |location = Oregon |title = Coors rolls out in Oregon |date = July 23, 1985 |page = 5A }}</ref> This gave it mystique and made it a novelty, particularly on the East Coast,<ref name=cafrcrggy>{{cite news |url = https://news.google.com/newspapers?id=svgzAAAAIBAJ&sjid=SCMIAAAAIBAJ&pg=4378%2C4555519 |newspaper = Bangor Daily News |last = Mills |first = Dennis |title = Cold Coors arrives from craggy Rockies |date = August 14, 1975 |page = 21 }}</ref><ref name=sccrbr>{{cite news |url = https://news.google.com/newspapers?id=8ORLAAAAIBAJ&sjid=A4sDAAAAIBAJ&pg=6763%2C2903203 |newspaper = Free Lance-Star |location = Fredericksburg, Virginia |title = The strange case of the Coors beer |last = Greene |first = Bob |agency = Field Newspaper Syndicate |date = June 22, 1977 |page = 2 }}</ref> and visitors returning from the western states often brought back a case.<ref name=chmys>{{cite news |url = https://news.google.com/newspapers?id=MEdNAAAAIBAJ&sjid=8voDAAAAIBAJ&pg=5443%2C3066611 |newspaper = Lakeland Ledger |location = Florida |title = Coors has mystique |agency = (New York Times) |date = March 12, 1975 |page = 7B }}</ref> This iconic status was reflected in the 1977 film ''[[Smokey and the Bandit]]''. The company finally established nationwide distribution in the United States in 1986.<ref name=cgampdr>{{cite news |url = https://news.google.com/newspapers?id=Eq9RAAAAIBAJ&sjid=9W0DAAAAIBAJ&pg=4142%2C839228 |newspaper = Pittsburgh Post-Gazette |title = Coors goes after more Pennsylvania beer drinkers |last = Gallagher |first = Jim |date = April 5, 1988 |page = 18 }}</ref> 

In 1959, Coors became the first American brewer to use an all-[[aluminum]] two-piece [[beverage can]].<ref name="Oliver266" /> Also in 1959, the company abandoned [[pasteurization]] and began to use [[sterile filtration]] to stabilize its beer.<ref name=" Oliver266"/><ref name=cafrcrggy /> Coors currently operates the largest [[aluminum can]] producing plant in the world, known as the Rocky Mountain Metal Container (RMMC), in Golden. RMMC is a joint venture between [[Ball Corporation|Ball Metal]] and Coors, having been founded in 2003.{{citation needed|date=October 2024}}

In the mid-1970s, Coors invented the litter-free push tab can,<ref name=cafrcrggy/><ref name=presstb>{{cite news |url=https://news.google.com/newspapers?id=LahfAAAAIBAJ&sjid=XzIMAAAAIBAJ&pg=2657%2C8150347 |work=Lewiston Morning Tribune |location=(Idaho) |agency=(advertisement) |title=Press-Tab |date=December 21, 1976 |page=8B}}</ref> in place of the ring pull-tab.<ref name=ptcget>{{cite news |url = https://news.google.com/newspapers?id=pDAcAAAAIBAJ&sjid=rlkEAAAAIBAJ&pg=3915%2C2555046 |newspaper=Pittsburgh Press |agency=(''Chicago Daily News'' Service) |title = Pull-tab cans get heave-ho |date=October 6, 1975 |page=17}}</ref><ref name=poptoplose>{{cite news |url = https://news.google.com/newspapers?id=G-EjAAAAIBAJ&sjid=fSkEAAAAIBAJ&pg=1664%2C5732868 |newspaper = Milwaukee Journal |last = Hayes |first = Paul G. |title = Poptop cans will lose their pull, expert says |date = October 19, 1977 |page = 1 |access-date = October 26, 2015 |archive-date = May 15, 2016 |archive-url = https://web.archive.org/web/20160515155321/https://news.google.com/newspapers?id=G-EjAAAAIBAJ&sjid=fSkEAAAAIBAJ&pg=1664,5732868 |url-status = dead }}</ref> However, consumers disliked the top and it was discontinued soon afterward.{{citation needed|date=October 2024}}

[[Coors Light]] was introduced in 1978.<ref name=" Oliver266"/> The longtime slogan of "Silver Bullet" to describe it does not describe the beer, but rather the silver-colored can in which Coors packaged the beer. Coors once produced Coors Light in "yellow-bellied" cans like the full-strength Coors. However, when the yellow coloring was removed, the can was left mostly silver.{{citation needed|date=October 2024}}

{{multiple image|direction=vertical
| image1 = Coorsgoldencityscape.jpg
| image2 = CoorsbrewerygoldenCO.jpg
| footer = Coors brewery in [[Golden, Colorado]]
}}