Beverages
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The Mistique MakerReleased in the 1940s, this can was designed when WWII was ending. Beer ingredients were in short supply. Adolph Coors Jr. was unwilling to water down his beer to meet demand. The US government and Coors Brewing Company struck a deal. Half of Coors’ beer shipments were reserved for the army. When G.I.s returned, they spread word of the beer’s taste and quality. But there was a problem: the Yellow Bellies were only available in 11 states. The Coors Mystique was born.
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The InnovatorThis 1977 can design was put on shelves when pant legs were flared, disco was the rage, and Earth Day was invented. To continue its recycling revolution, which began with an all-aluminum can, the Coors brewery designed stay-on can tabs. This change kept pop-top tabs out of landfills, and allowed drinkers to recycle the entire can. Coors beer cans and bottles added an ounce, and the first 12-pack was introduced in 1978.
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The ChampionVoted favorite by fans in 2011, this Post-Prohibition can design makes a triumphant return this year. First coming off the production line in 1936, Coors “Golden Beer” was shipped in tin cans, bottles, and wooden barrels to 11 Western states. The Castle Rock logo, used since 1907, showcases the rock in the Golden, Colorado brewery’s backyard. The Coors logo is based on Adolph’s iconic signature.
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The TrailblazerThis can design appeared in 1988. The Coors Brewery becomes the #4 brewery, and Coors Banquet is the 4th largest selling beer in the U.S. The party ball was invented: 5.16 gallons of Coors Banquet—a convenient alternative to kegs. Longneck bottles with twist off crowns debuted and quickly became popular. Coors expands distribution to all 50 states except for one: Indiana. Not a good year to be in The Hoosier State.
