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Maker: Coors Boycott Committee
Date Made: 1978
Place Made: United States: California; United States: California, San Francisco
Measurements: 58.5 cm x 44.5 cm; 23 1/16 in x 17 1/2 in
Main Subject: Labor; Corporations
Materials: paper (fiber product)
Boycott Coors Coors Workers are On Strike!.. Which Side Are You On? Lie-Detector Test Must Be Taken By All My Employees!!.. Signed: Joe Coors Labor Donated 4-78 Coors Boycott Committee SF: 431-1522 Oakl: 835-1243 Dont [sic: Don't] Buy Coors!
Acquisition Number: 2011-048
Copyright status unknown; may be protected by copyright law.
The Coors Brewing Company (now the Miller Coors Brewing Company) has been the target of several boycott campaigns since the 1960s. These campaigns have focused on a variety of human rights and labor issues, including union-busting activities and discriminatory hiring practices against African Americans, Mexican-Americans, women, and individuals from the LGBTQ community. In 1977, Coors’ unionized employees in Colorado went on strike to protest labor conditions and discrimination. Coors brought in replacement workers and divided the striking workers. In 1978, the AFL-CIO led the largest boycott to-date against Coors. It was joined by black, Latino, LGBTQ, feminist and student organizations. Millions participated in the boycott and in California, Coors market share dropped from 40% in 1977 to 14% in 1984. Coors eventually implemented some new anti-discrimination policies, but the boycott continued until 1987, when negotiations between Coors and the AFLCIO resulted in an agreement that resolved the conflict.