Coors Brewing Corporation: The American Original campaign

Beginning in 1959 Coors Brewing Corp. disdained heat pasteurization, a process used by major brewers that damaged the flavor of the beer slightly in order to increase its shelf life, in favor of cold filtration, a process that protected the beer's flavor but limited its shelf life.

Coors Brewing Corporation: The American Original campaign

William Baue

Overview

Beginning in 1959 Coors Brewing Corp. disdained heat pasteurization, a process used by major brewers that damaged the flavor of the beer slightly in order to increase its shelf...

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