Coors beer's arrival on the East Coast was a significant event in the beverage industry, as it wasn't until 1986 that Coors gained national distribution. This means that for many years, Coors was not licensed to sell its beer east of the Mississippi River. As a result, Coors beer became a rare and sought-after product, especially during the 1970s.
During this time, Coors beer developed a reputation as a coveted and exclusive beverage because of its limited availability. The fact that it wasn't readily accessible on the East Coast made it even more desirable to those who couldn't easily get their hands on it. This created a sense of intrigue and made it a sort of “holy grail” among beer enthusiasts.
Time Magazine reported that even prominent figures such as Gerald Ford, Dwight D. Eisenhower, and Paul Newman were known to hoard Coors beer during this period. It became a symbol of status and sophistication, as people would go to great lengths to acquire it, sometimes even traveling to the West Coast to bring back cases of the beer.
As a sommelier and brewer, I can attest to the allure of limited availability in the beverage industry. When a product is difficult to obtain, it often becomes more desirable, as people attribute a certain level of prestige to it. This was certainly the case with Coors beer prior to its national distribution.
The year 1986 marked a turning point for Coors, as it finally expanded its distribution to the East Coast. This was a significant milestone for the company, as it opened up a whole new market and allowed beer lovers across the country to experience the brand. Coors beer's availability became more widespread, and its exclusivity diminished.
Coors beer didn't come to the East Coast until 1986. Prior to this, it was not licensed to sell east of the Mississippi River, making it a rare and sought-after product. The limited availability of Coors beer during the 1970s created a sense of intrigue and made it highly coveted among beer enthusiasts. However, with its national distribution in 1986, Coors beer became more accessible to consumers across the country.