Stuff We Like: Coors Original
As with most important pieces of writing, this one begins with a reference to Smokey and the Bandit. In Hal Needham's seminal 1977 film, Burt Reynolds plays Bo "Bandit" Darville, who, in exchange for $80,000, agrees to move 400 cases of contraband Coors from Texas to Georgia so that a couple of good old boys can have a right party. The movie raked in over $126 million ($450 million today) at the box office, and, for me, gave concrete form to a five-year-old's foggy notions of adulthood—it was gonna be one giant high-speed carnival of semi trucks, CB radios, and black Trans Ams. It pains me to report that I'm a pathetic 0 for 3 on that count, although I have managed to develop quite a taste for Coors.
This may sound absurd to anyone born after 1975, but there was actually a time when Coors—and I mean Coors, not the watered-down Silver Bullet stuff your girlfriend drank on spring break—was, bar none, beer of choice for the man's man. Both Hud and the real-life Paul Newman loved the stuff. Tom Waits was known to knock back a few. Crosby, Stills, Nash, and Young swilled it while hanging out in Laurel Canyon (okay, so Nash was never quite a paragon of masculinity, but back in the day Stephen Stills was a country-blues-slinging demigod—look it up). And what did The Graduate's Benjamin Braddock take to drinking while drifting in the pool after getting his first taste of red-hot American cougar? Coors.
Aside from a passion for the one true Banquet Beer, what these guys have in common is that they did their drinking on either Pacific or Mountain Time. Because until 1981, Coors was only available west of the Mississippi. This helps explain why Universal could plausibly concoct a Burt Reynolds flick out of little more than a mondo beer run across the Deep South, and why Red Sox legend Carl Yastrzemski was known to load up the team plane with cases of Coors after a swing out West. Rumor has it even President Gerald Ford liked to smuggle the stuff back home on Air Force One, and my father, a corporate pilot, regularly employed the same technique after shuttling some bigwigs out to Denver. I can still picture him walking in the door with a triumphant grin, briefcase in one hand and case of Coors in the other. I would have been pretty young, but I was old enough to know that what was in that case was some pretty cool shit.




