Coors, a popular beer brand, faced a unique challenge in the 1970s due to its light and perishable nature. Unlike many other beers of that time, Coors was not pasteurized, which meant it had a shorter shelf life and required special handling and transportation conditions. This created a problem for Coors as they sought to expand their market presence beyond the western United States.
To protect the integrity of their brand and ensure that consumers enjoyed their beer in its freshest form, Coors faced the hurdle of obtaining alcohol permits for transportation east of the Mississippi River. This region was a key market for Coors, and without the necessary permits, it became practically illegal for Coors to be distributed in those areas.
To address this issue, Coors took a proactive approach by lobbying transport officials in the eastern states. They aimed to convince these officials not to issue alcohol permits for shipments of Coors beer. By restricting the permits, Coors hoped to maintain the perception of exclusivity and quality associated with their brand. This strategic move allowed them to control the distribution and ensure that their beer was not subjected to extended transportation times or improper handling, which could impact its freshness and taste.
The decision to limit the distribution of Coors east of the Mississippi River was primarily driven by the beer's perishable nature. Coors, being as delicate as milk, required careful handling and a controlled supply chain to maintain its high standard of quality. By restricting the permits, Coors could closely monitor the transportation process and ensure that their beer arrived at its destination in the best possible condition.
It is worth noting that this restriction on Coors distribution was not enforced by any legal statute. Instead, it was a result of Coors' own efforts to protect their product and reputation. By lobbying transport officials, they effectively created an informal barrier that made it difficult for Coors to be distributed in certain regions.
In the movie “Smokey and the Bandit,” this restriction on Coors distribution is portrayed as a plot point. The main characters, Bandit and Snowman, undertake a daring mission to illegally transport a shipment of Coors from Texas to Georgia. This premise highlights the demand for Coors in the eastern states and the lengths people were willing to go to obtain it.
The reason Coors was portrayed as “illegal” in “Smokey and the Bandit” was due to the company's own efforts to restrict the distribution of their beer beyond the western United States. Coors lobbied transport officials to not issue alcohol permits for shipments east of the Mississippi River, effectively making it nearly impossible for Coors to be legally transported and sold in those regions. This was done to maintain the beer's freshness and quality, as it was as perishable as milk and required special handling.