Mr. Luddite
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Coors is owned by Miller Beer, based in Chicago. I can remember back
when getting smuggled Coors beer on the east coast was a really big
deal because it originally wasn't shipped east of the Mississippi.
It wasn't pasteurized, so had to be kept cold all the time to prevent
further fermentation although that was probably not the real reason
since the ability to ship while keeping it cold was available. Some
claim it was more of a brilliant marketing scheme to make Coors seem
magical in some way.
.............

In the 70s, Coke’s was more of a cult beer. I thought it tasted like what it was...beer. But yes there were truckers buying it, bringing it home and selling it for 2 bucks a can.

Yes some people thought it was “magical” for some strange reason...