1913
Adolph Coors incorporates the company, changing it from a wholly owned proprietorship into a corporation in which he shared ownership with his three sons and three daughters.
1916-1933
Prohibition hits Colorado in 1916, then the nation in 1919. Both companies survive by branching into different products. But most breweries aren't so fortunate. More than half of the nation's breweries don’t reopen when Prohibition ends in 1933.
1936/1937
The Moravian barley strain is introduced. Since then, it has become a brewery staple.
1937
Coors adopts the slogan, “Brewed With Pure Rocky Mountain Water.” The slogan serves the company admirably for the next 50 years.