Coors beer and the Rocky Mountains was a magical marketing combination for 135 years. But with last week’s merger of the U.S. operations of Coors and Miller, Coors products now will be brewed in such flatland locales as Trenton, Ohio, and Irwindale, Calif.
The brewer will save $500 million from “cross-brewing” at Miller and Coors facilities. That means Miller products will be made at Coors breweries in Golden and Elkton, Va., and most Coors brands will be brewed at six Miller facilities spread across the U.S. — with no mountain springs in sight.
In a concession to the mystique, the original Coors Banquet brand will be brewed only in Golden with Rocky Mountain water.
A good read about the beer’s history, including mentions of President Ford’s request for Coors at the White House, and the Coors-smuggling film “Smokey and the Bandit,” is available in the full story at The Denver Post.