Coors has become a household name to many beer drinkers. Every football season, thousands of people are inundated with eye catching commercials. For many grabbing a cold one means, reaching in the fridge and pulling out a frosty Coors-light. The Silver Bullet is generally the first thing that pops into peoples heads when they hear the name Coors. Though many people associate Coors as a simply beer (mainly for barbeque’s, parties, and get-together’s) this is not entirely the case.
Coors has done an exceptional job in reaching across the nation, helping share some of Colorado’s crisp clean atmosphere. Now I know what many may be thinking (Coors cannot be compared to craft beer! That’s ludicrous, large production doesn’t generate unique flavors like micro-brewing does) , but that’s where living in state changes those facts. The Micro-brew scene has exploded in Colorado, thanks to many successful micro-brewers (New Belgium, Left-hand, Odells, and many others) has driven the creative front of small batch brewing.
Coors has felt the pressure of these smaller competitors and developed some tasty beers themselves. Blue Moon has become their forefront craft (Belgium Ale) style beer. With its creamy orange undertones, and its smooth light finish, the Coors Blue Moon has become successful in state and nation wide.
Though there beers have become more flavorful, the tour however is tasteless and bland. For the majority of the tour, you are forced down dimly lite pale corridors, informed only by a cheesy commentator via a plastic handled phone. Much of the brewing process is hidden behind doors, and is shown by pre-recorded video demonstrations. Towards the end of the trek, you are greeted by long lines in order to taste some of Coors finest selections. It definitely feels cold, and uninviting, lacking that warm cheery atmosphere of a local pub or hometown bar.
Coors Brewery is a huge facility that produces large quantities of beer to quench the thirst of many a man or woman cross the country. Coors seems to be catching onto the growing movement of micro-brewing (rumor has it that a small batch of micro brewed beers will be hitting local Colorado bars and stores this spring/summer) and returning to its ancient roots. Beer should always be about the experience surrounding the consumption. A good beer not only tastes great, but evokes memories of happy times, and should always be shared with family and friends. Larger breweries such as Coors steer away from the art/craftsmanship of brewing. These breweries lose an essential ingredient to beer making, the lasting relationship between the Crafter and the Consumer.