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Allyson P. Brantley, "Brewing a Boycott: How a Grassroots Coalition Fought Coors and Remade American Consumer Activism" (UNC Press, 2021)
Before the craft beer revolution, Coors was a hot commodity. Impossible to find outside a few states in the West, the beer had a level of "cool" that only comes from scarcity. However, this veneer of desirability masked all manner of unfair and discriminatory labor practices within the Coors Brewing Company itself.
In Brewing a Boycott: How a Grassroots Coalition Fought Coors and Remade American Consumer Activism (UNC Press, 2021), La Verne University professor Allyson Brantley describes how labor activists built a coalition that punctured the aura surrounding the iconic beer brand and…
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