“Hardhats may be misunderstood” the boycott of coors beer and the making of gay-labor-chicana/o alliances

Abstract

Drawing on organizational records, the progressive press, and oral history archives, this article explores the development of a multiracial, coalition-backed boycott of Coors beer in the 1970s and 1980s. It focuses on the boycott's expansion from a localized labor dispute in the San Francisco Bay Area to a national, politicized campaign. It argues that the Coors boycott and its array of backers, representing labor, Chicana/o, queer, black, Native American, and leftist circles, demonstrate the vibrancy, creativity, and evolution of activism in the decades following the civil rights movements. Instead of seeing the move to coalition and consumer movements as conservative, this article identifies the Coors boycott as an example of ongoing grassroots efforts to forge solidarity and oppose business conservatives and the New Right.