1959
Coors introduces the country’s first all-aluminum, two-piece beverage can. The company also launches an American recycling revolution by offering a penny for every can returned to the brewery.
1970
Philip Morris Companies Inc. buys Miller Brewing Company.
1975
Miller launches Miller Lite, the first nationally distributed low-calorie beer, and creates a sensation. Booming sales of Miller Lite vault Miller from the nation’s fourth-largest brewer to second in just two years.
1975
Coors beer is achieving the height of its cult status. Limited distribution leaves East Coast consumers clamoring for Coors, and some fans, including U.S. President Gerald Ford, return from western trips with cases of Coors.