1916-1933
Prohibition first strikes Colorado in 1916, then the nation in 1920. Even so, Coors finds ways to survive for 18 dry years. Miller adapts, too, selling health drinks, malt tonics and soft drinks. Both companies endure, despite the fact that more than half the nation’s breweries don’t reopen when Prohibition ends in 1933.
1937
Coors adopts its famous slogan, “Brewed With Pure Rocky Mountain Spring Water.” The slogan serves the company admirably for the next 50 years.
1941-1945
World War II creates shortages of beer-making materials. Coors and Miller once again weather a global conflict through ingenuity, judicious use of brewing resources, and careful financial management.
1949/1955
Production at Miller and Coors, respectively, tops 1 million barrels annually.