From humble beginnings in a era of Manifest Destiny, brewing legend Adolph Coors turned his golden dreams of becoming a master brewer and distilling giant into reality in Golden, Colo., — realizing a profit with his new venture in less than a year. Since that time more than a century ago, his Adolph Coors and Coors Brewing companies have proven time and again that Adolph Coors did it right the first time.
In the early days of the 20 th century, the company beat the odds by surviving a harsh Prohibition period. Of 1,568 brewers in operation before 1910, Adolph Coors' company was one of only 750 to reopen after the 1933 repeal. In the latter part of the same century, the popularity of the Coors brand was famously illustrated by a widespread and successful clamor for distribution of the brand east of the Mississippi River — transforming it into a true American beer icon.
Today, Coors sees annual sales exceeding 20 million barrels and the $3 billion mark from the product created in 1873 and later successfully expanded globally with the simple slogan, “Brewed with Pure Rocky Mountain Spring Water.”
What are the lessons of the remarkable brewing dynasty that is Coors? How is the art and science of brewing and marketing and competing in a global environment being practiced in the new millennium?
Rather than going to the mountain itself for answers, the mountain comes to you as it were when Coors Brewing Chairman Peter H. Coors addresses attendees of the Nightclub & Bar Beverage & Food Convention and Trade Show in Las Vegas March 7-10. Coors joins colleagues Ivan Menezes, president and chief operating officer of Diageo North America and Richard Snead, president and CEO of Carlson Restaurants Worldwide, as a convention keynote speaker on Tuesday, March 9 at 10 a.m.
Introducing Ingenuity
A Colorado native, raised and remaining in Golden, Colo., “Pete” was born into the family tradition on September 20, 1946. He is the son of Joseph and Holly Coors and a great-grandson of Adolph Coors. Coors ventured east in 1965 to continue his education at Phillips Exeter Academy in Exeter, N.H., and then pursued his bachelor's degree in industrial engineering at Cornell, graduating in 1969. In 1970, Pete earned a master's degree in business administration from the University of Denver in 1970. He also has received honorary doctorates from Regis University in 1991, Wilberforce University in 1992, and Johnson & Wales University in 1997.
Pete's professional career in the brewing business contributes to a Coors chronology spanning more than a century and five generations of Coors family members. Since he embarked on that career, Pete has served in a number of positions within the company, including being named vice chairman and CEO in 1993. And in 2002, he was honored with the title of chairman he now proudly carries. He sits at the top of a company with more than 8,000 employees nationwide.
Good Company
It's safe to say that Coors is in good company. His outside corporate board of director memberships include U.S. Bancorp Inc., H.J. Heinz Co. and Energy Corporation of America. Additionally, he is a trustee of the Adolph Coors Foundation and the Castle Rock Foundation, a free enterprise- and leadership-encouraging foundation with assets nearing $41 million in November 2002.
Pete's diverse civic responsibilities also include serving as a trustee and member of the executive board of the Denver Area Council of the Boy Scouts of America, and a member of the National Western Stock Show Association executive committee. He also is a member of the International Chapter of Young Presidents Organization, University of Denver's Daniels School of Business Advisory Board and a trustee for the Seeds of Hope Foundation.
Coors also is quite active in wildlife conservation, and he remains an avid outdoorsman. He is a former national president and chairman of Ducks Unlimited and member of the National Wildlife Centennial Commission.
When asked how he relates his outdoor experiences with those in the corporate world, he says, “We all need to find diversions outside work. A healthy spiritual life and managing a family is adequate challenge to hone competitive skills, but more relaxing activities help enormously. The outdoors, not just the enjoyment of it but the participation in it, keep me sharp. I'm rarely outdoors alone, so I am constantly questioning and learning from those with whom I participate.”
Quantum Changes
At the upcoming Las Vegas Nightclub & Bar Show, Coors plans to enlighten and interact with the audience on topics pertinent to today's industry trends, as well as anticipate and discuss the future of sales and strategy. In a recent interview with Nightclub & Bar Magazine, Coors provides a glimpse of his focal points concerning trends.
“Branding is growing in importance,” he says. “A product — or club/bar/tavern — can actually be equal to or superior in quality, but if the branding is rejected by consumers it just doesn't matter.”
He also hits on some of the major challenges he and the Coors corporation face in today's marketplace.
“We have the same issues as most other American companies: increased regulatory scrutiny and compliance standards from state and federal agencies; and for our industry, the concern of the use of our products by those under the legal drinking age and abusive use by legal consumers.”
The address by Coors tops a roster of world-class convention and trade show activities and events expected to draw more than 38,000 exhibitors and attendees to the Las Vegas Convention Center.
“We are honored to have this trio of industry heavy-hitters as our keynote speakers,” says Dr. Ed Meek, owner and president of Oxford Publishing Inc, which produces ‘The Show.' “Together, they represent the finest traditions of American leadership. We look forward to hearing their insights and what the future holds for our industry.”
“We all need to continue to learn … to be better,” Coors says. “The Nightclub and Bar convention should give attendees an opportunity to learn best practices. It should also be an opportunity to be stimulated to think out of the box. We tend to look narrowly at doing what we have always done a little better. Come with an open mind to be alert for new ideas and ways to make quantum changes in the future.”
Come hear Peter Coors at the Nightclub & Bar Convention and Trade Show in Las Vegas Tuesday, March 9 at 10 a.m. NCB
