What do you think?
Rate this book
Citizen Coors: An American Dynasty
Citizen Coors is the riveting saga of an American dynasty. From the moment the destitute Prussian Adolph Coors stows away on a Baltimore-bound ship in 1868 to the worldwide expansion of the billion-dollar Coors Brewing Company, Citizen Coors is a headlong American tale of triumph over bare-knuckle competition. The Coors family does it the old-fashioned way, through fearsome devotion to product, rejection of modern marketing, and refusing to borrow so much as a nickel.
But the family almost rides its principles into the ground. "Nobody will ever choose a beer on the basis of a thirty-second ad," Bill Coors is fond of saying at a time when his two main competitors, Anheuser-Busch and Miller, are spending upward of a billion dollars a year on ads. He won't even allow a ring-pull can. The brewery's decline and recovery are dizzying.
But Citizen Coors is more than a business story. Here is Adolph, the founder,in 1929, distraught over Prohibition, hurling himself to his death from a hotel balcony. Here is Bill,ten years later, yearning for the wider world but forced back to the brewery by a single glance from his father. Here is Joe, Jr., raised to rule yet suddenly banished for marrying without permission. Here is Peter, prevented from rescuing the company precisely because he has been trained to do so. Here is kidnapping and murder. Here are generations of Coors men broken against the iron will of their fathers. Here is a second suicide, eerily similar to the first. Citizen Coors is finally a chronicle of how America was shaped politically in the last three decades of the twentieth century. For along with the Coors family's adherence to handshake integrity and old-world craft came some less roseate ideals from the nineteenth that disparity of wealth is proper, that government efforts to achieve social equality are illegitimate, that the Bible is the rule book for intimate conduct, and that capital must never bow to labor. The Coors family forever changed the American political landscape by creating the Heritage Foundation and a right-wing TV network, by financing the conservative shift in Congress, and by being early backers of a politically ambitious B-movie actor named Ronald Reagan.
In retaliation, blacks, feminists, unions, gays, and environmentalists came together to bash Coors in perhaps the most effective consumer boycott of modern times--a boycott that continues to hobble the company.
Based on more than 150 interviews, Citizen Coors serves up a powerful cocktail of beer and politics. Dan Baum, a former reporter for the Wall Street Journal, captures in this rollicking narrative the genius, eccentricity, and tragic weaknesses of the remarkable Coors family. With enough private dramas to put them on par with the Ewings of Dallas , and enough business crises to keep them constantly in the business hot-seat, the ultra-right-wing Coors of Golden, Colorado, represent one of the more riveting family sagas of our time. Their billion-dollar empire grew out of a single brewery begun in 1873, but it wasn't long before the family became known as much for their right-wing politics as their beer. The third generation of Coors men financed the birth of the Heritage Foundation, which jump-started the Reagan revolution. Old-fashioned about business and equally dubious of new ideas, they consistently ignored the importance of marketing until they were forced to, finally introducing the "Silver Bullet," and improved their image with unions and minorities only after they were compelled to do so by years of boycotts. Former Wall Street Journal reporter Dan Baum captures the eccentricity and foibles of this family and company in this fast-paced tale of vivid characters in business and politics.With enough private dramas to put them on par with the Ewings of Dallas , and enough business crises to keep them constantly in the business hot-seat, the ultra-right-wing Coors of Golden, Colorado, represent one of the more riveting family sagas of our time. Their billion-dollar empire grew out of a single brewery begun in 1873, but it wasn't long before the family became known as much for their right-wing politics as their beer. The third generation of Coors men financed the birth of the Heritage Foundation, which jump-started the Reagan revolution. Old-fashioned about business and equally dubious of new ideas, they consistently ignored the importance of marketing until they were forced to, finally introducing the "Silver Bullet," and improved their image with unions and minorities only after they were compelled to do so by years of boycotts. Former Wall Street Journal reporter Dan Baum captures the eccentricity and foibles of this family and company in this fast-paced tale of vivid characters in business and politics.
But the family almost rides its principles into the ground. "Nobody will ever choose a beer on the basis of a thirty-second ad," Bill Coors is fond of saying at a time when his two main competitors, Anheuser-Busch and Miller, are spending upward of a billion dollars a year on ads. He won't even allow a ring-pull can. The brewery's decline and recovery are dizzying.
But Citizen Coors is more than a business story. Here is Adolph, the founder,in 1929, distraught over Prohibition, hurling himself to his death from a hotel balcony. Here is Bill,ten years later, yearning for the wider world but forced back to the brewery by a single glance from his father. Here is Joe, Jr., raised to rule yet suddenly banished for marrying without permission. Here is Peter, prevented from rescuing the company precisely because he has been trained to do so. Here is kidnapping and murder. Here are generations of Coors men broken against the iron will of their fathers. Here is a second suicide, eerily similar to the first. Citizen Coors is finally a chronicle of how America was shaped politically in the last three decades of the twentieth century. For along with the Coors family's adherence to handshake integrity and old-world craft came some less roseate ideals from the nineteenth that disparity of wealth is proper, that government efforts to achieve social equality are illegitimate, that the Bible is the rule book for intimate conduct, and that capital must never bow to labor. The Coors family forever changed the American political landscape by creating the Heritage Foundation and a right-wing TV network, by financing the conservative shift in Congress, and by being early backers of a politically ambitious B-movie actor named Ronald Reagan.
In retaliation, blacks, feminists, unions, gays, and environmentalists came together to bash Coors in perhaps the most effective consumer boycott of modern times--a boycott that continues to hobble the company.
Based on more than 150 interviews, Citizen Coors serves up a powerful cocktail of beer and politics. Dan Baum, a former reporter for the Wall Street Journal, captures in this rollicking narrative the genius, eccentricity, and tragic weaknesses of the remarkable Coors family. With enough private dramas to put them on par with the Ewings of Dallas , and enough business crises to keep them constantly in the business hot-seat, the ultra-right-wing Coors of Golden, Colorado, represent one of the more riveting family sagas of our time. Their billion-dollar empire grew out of a single brewery begun in 1873, but it wasn't long before the family became known as much for their right-wing politics as their beer. The third generation of Coors men financed the birth of the Heritage Foundation, which jump-started the Reagan revolution. Old-fashioned about business and equally dubious of new ideas, they consistently ignored the importance of marketing until they were forced to, finally introducing the "Silver Bullet," and improved their image with unions and minorities only after they were compelled to do so by years of boycotts. Former Wall Street Journal reporter Dan Baum captures the eccentricity and foibles of this family and company in this fast-paced tale of vivid characters in business and politics.With enough private dramas to put them on par with the Ewings of Dallas , and enough business crises to keep them constantly in the business hot-seat, the ultra-right-wing Coors of Golden, Colorado, represent one of the more riveting family sagas of our time. Their billion-dollar empire grew out of a single brewery begun in 1873, but it wasn't long before the family became known as much for their right-wing politics as their beer. The third generation of Coors men financed the birth of the Heritage Foundation, which jump-started the Reagan revolution. Old-fashioned about business and equally dubious of new ideas, they consistently ignored the importance of marketing until they were forced to, finally introducing the "Silver Bullet," and improved their image with unions and minorities only after they were compelled to do so by years of boycotts. Former Wall Street Journal reporter Dan Baum captures the eccentricity and foibles of this family and company in this fast-paced tale of vivid characters in business and politics.
352 pages, Hardcover
First published January 1, 2000
9 people are currently reading
227 people want to read
About the author
Dan Baum
14 books55 followersDan Baum was born in Orange, New Jersey (or South Orange, New Jersey) to Seymour and Audrey Bernice (Goldberger) Baum. His father, Seymour, was an executive with Colgate-Palmolive. His mother, Audrey Bernice (Goldberger) Baum, was a social worker. Raised in South Orange, Baum graduated from Columbia High School in 1974. He graduated from New York University in 1978.
Over the years he worked for various publications as a journalist. He was staff writer for The New Yorker, for which he covered Hurricane Katrina. In addition to that famous magazine he was a reporter for The Wall Street Journal, The Asian Wall Street Journal, and The Atlanta Journal-Constitution. He also freelanced for various publications such as Rolling Stone, Wired, Playboy and Harper's Magazine. He also wrote several books: Gun Guys: A Road Trip, Citizen Coors: An American Dynasty and Smoke and Mirrors: The War on Drugs and the Politics of Failure.
In 1987 he married fellow reporter Margret L. Knox and they had one daughter, Rosa Baum. Over the next thirty-three years he and Margaret would makes their home in various places across the globe: Zimbabwe, France, Missoula, Mont., rural Mexico, Watsonville, Calif., and Boulder, Colorado (where he passed away).
For many years, Mr. Baum and Ms. Knox collaborated on writing projects that carried only Mr. Baum’s byline, though she was a full partner, he wrote on their website. They wanted their writing to speak with a strong individual voice, and they thought a double byline would undermine that goal.
He died on Oct. 8, 2020 at his home in Boulder, Colo., at 64. Cause of death was glioblastoma, a form of brain cancer.
Over the years he worked for various publications as a journalist. He was staff writer for The New Yorker, for which he covered Hurricane Katrina. In addition to that famous magazine he was a reporter for The Wall Street Journal, The Asian Wall Street Journal, and The Atlanta Journal-Constitution. He also freelanced for various publications such as Rolling Stone, Wired, Playboy and Harper's Magazine. He also wrote several books: Gun Guys: A Road Trip, Citizen Coors: An American Dynasty and Smoke and Mirrors: The War on Drugs and the Politics of Failure.
In 1987 he married fellow reporter Margret L. Knox and they had one daughter, Rosa Baum. Over the next thirty-three years he and Margaret would makes their home in various places across the globe: Zimbabwe, France, Missoula, Mont., rural Mexico, Watsonville, Calif., and Boulder, Colorado (where he passed away).
For many years, Mr. Baum and Ms. Knox collaborated on writing projects that carried only Mr. Baum’s byline, though she was a full partner, he wrote on their website. They wanted their writing to speak with a strong individual voice, and they thought a double byline would undermine that goal.
He died on Oct. 8, 2020 at his home in Boulder, Colo., at 64. Cause of death was glioblastoma, a form of brain cancer.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 23 of 23 reviews
August 24, 2020
Definitely an interesting and compelling story but after part 1 I don't think it was organized as well. It's mostly chronological but every once in a while Baum puts in a compelling vignette that seems self enclosed but then shows up chapters later.
The boycott he writes about spans 10 years but it comes into prominence only for it to take a back seat and then come back. David Sickler becomes a familiar character but I had to flip back to recall who some of the other union figures were and some chapters cover a span of years only for the next chapter to cover a parallel story within that same time frame.
So, excellent story, well researched but presented a bit awkwardly.
The boycott he writes about spans 10 years but it comes into prominence only for it to take a back seat and then come back. David Sickler becomes a familiar character but I had to flip back to recall who some of the other union figures were and some chapters cover a span of years only for the next chapter to cover a parallel story within that same time frame.
So, excellent story, well researched but presented a bit awkwardly.
November 9, 2013
I worked at Coors as a part time employee over the summers while going to college from 1965-68. Actually I worked in Maintenance with Peter Coors in the summer of 67. My father in law was an executive at Coors and was mentioned in the book. I met and talked with Adolph Jr. in 1968 and knew a lot of the people mentioned in this book. With that being said I feel the author did an unbelievable job with this book. All the players were well described and things happened just as he wrote ( at least when I was there). In the 60's things were good. Coors couldn't make enough beer. The brewery ran three 8 hour shifts 7 days a week. I made $3.50 an hour in those days and worked 12 hours a day, 6 days a week so I got lots of overtime. I felt like I was on top of the world. That was a lot of money in those days. I didn't have to join the union but did have to pay dues for the three months a year I worked there. We also got three 20 minute breaks a day for 8 hours work which we were paid for and beer flowed free in the lunch rooms. If you worked overtime you got an additional paid break. It was a wonderful place to work back in the day. I can't tell you how much I enjoyed this book!
October 2, 2015
Read half way through before it became more or a political book and less about the family behind the beer.
January 6, 2019
Fascinating read. Left me with such a mixed feeling of the Coors family and their products.
Structure of the book felt a little haphazard & lost at times. Some very dry sections.
Structure of the book felt a little haphazard & lost at times. Some very dry sections.
May 24, 2021
An interesting book to read about the Coors family and how the origins of the brand. My only interest is to know how the great grandfather developed his own brand of beer back in his time when everything was all done hand and labor.
The book doesn't really give an in-depth story about the development of the brewing process, harvesting the grains, packing and all. But in general, its an interesting read about the brand and the family that ran the business and turned it into one of the most recognized American Brand.
The book doesn't really give an in-depth story about the development of the brewing process, harvesting the grains, packing and all. But in general, its an interesting read about the brand and the family that ran the business and turned it into one of the most recognized American Brand.
March 9, 2022
I read a case study about Coors in business school and this book caught my attention. Interesting read about a family grappling with balancing tradition and growth in the 20th century.
I think the author failed to understand Joe and Bill Coors in the same way Edmund Morris failed to understand Reagan.
I think the author failed to understand Joe and Bill Coors in the same way Edmund Morris failed to understand Reagan.
January 22, 2023
It's really interesting to read this book nearly 23 years after it was published. The rise of craft beer, the M&A activity that impacted Coors, and the ramifications of the Coors political advocacy are all to come but you know they happened and I think that adds to the book. There is something here for anyone interested in beer, business, politics, or just a well told story.
July 8, 2017
Don't know the last time I drank a Coors product, but certainly don't intend to again...
April 5, 2020
An absolutely fascinating history of the Coors brewing dynasty.
July 28, 2024
A informative book on a great American beer family.
December 8, 2012
From the top of my Boston Globe review:
The saga of the Colorado brewing family is intertwined with thread after thread of American history: Western expansion, rugged individualism, Prohibition, patriotic contributions in wartime, the rise and fall of unions, concern for the environment, the triumph of consumerism over quality, the rise of the conservative movement.
The story of the Coors family is just as rich on a more personal level, filled as it is with humble beginnings and mountains of money, high principle and stunning hypocrisy, charity and vindictiveness, even murder and suicide. It is an epic from any angle, and despite the flaws in his rendering of it, Baum deserves high credit for obeying the first rule of biography: Find a story worth telling.
http://michaelprager.com/Citizen-Coor...
The saga of the Colorado brewing family is intertwined with thread after thread of American history: Western expansion, rugged individualism, Prohibition, patriotic contributions in wartime, the rise and fall of unions, concern for the environment, the triumph of consumerism over quality, the rise of the conservative movement.
The story of the Coors family is just as rich on a more personal level, filled as it is with humble beginnings and mountains of money, high principle and stunning hypocrisy, charity and vindictiveness, even murder and suicide. It is an epic from any angle, and despite the flaws in his rendering of it, Baum deserves high credit for obeying the first rule of biography: Find a story worth telling.
http://michaelprager.com/Citizen-Coor...
March 3, 2008
When I first read this book I didn't have a special interest in business and while I do ocassionally enjoy a brew I don't harbor a special interest in beer. A friend recommended this book and I wouldn't say that he has a special interest in beer or business either. I reluctantly gave it a try and really enjoyed it (surprise! surprise!)The author gives the average reader a good idea how marketing, keeping up with "the times", and just plain old product quality can affect a business. It is fascinating to see how much a "dynasty" can change throughout a century. You don't have to be from Colorado to find this book interesting.
December 19, 2008
Good read to learn about learn about the founding of Coors in the 1800s and see how they grew the family business.
The Beer world changed for them in the 1980ies and the family had diffeculties dealing with it and by the 1990 lost many of the old family traditions.
Also mistakes the Coors made throught the years srewed up a good thing. Good lesson for me given where I am in my life.
The Beer world changed for them in the 1980ies and the family had diffeculties dealing with it and by the 1990 lost many of the old family traditions.
Also mistakes the Coors made throught the years srewed up a good thing. Good lesson for me given where I am in my life.
December 28, 2008
An Excellent history into the company and roots of Coors. Very interesting how the town of Golden Colorado became almost completely self sufficient all from the Coors family. Not to mention the impact the family had on politics from prohibition recovery to Ronald Reagan's policy making. A great and intriguing read, even if you don't like beer :)
June 14, 2010
A story about the destruction brought on by nepotism. The Coors family for four generations let personal politics and beliefs be their guiding light. Admirable, except for the fact that this was done to the detriment of their workers, and stockholders. Interesting story.
February 2, 2011
Moved very slowly. I have read another of Baum's books and loved it, but this one was difficult to finish. And though I have never been a Coors beer fan, parts of this book were enough to turn me off. Wouldn't recommend this one.
September 18, 2012
Lots of information given in this book, interesting and somewhat amazing that the Coors family was so very naive in business matters. I live in Colorado and know people who work or worked there. Employees said this company was generous to them.
February 18, 2009
An interesting biography of the Coors family (of brewery fame).
November 25, 2009
The best historical treatment of a boycott that I've ever run across
May 17, 2011
Interesting context for my place of business. Definitely slanted so it had to be taken with a grain of salt, but overall it was a fun and quick read.
December 14, 2012
Love them or hate them, the Coors family history is look at a unique American success through struggles and stubbornness.
January 26, 2016
Challenge: A book set in your home state
This book was really hard to read. The author would change thoughts mid sentence. The second half was a little better, but then the end just dragged.
This book was really hard to read. The author would change thoughts mid sentence. The second half was a little better, but then the end just dragged.
November 18, 2016
Great look at the Coors family and especially Joe Coors promotion of conservative causes.
Displaying 1 - 23 of 23 reviews