On this episode of Our American Stories, behind every bottle of Coors Light and every iconic pour of Coors Banquet is a family whose identity shaped the company more than any product ever could. Long before Coors became a national name, the family built the brewery on principles they considered nonnegotiable: faith, education, and a quiet sense of service. These tenets guided the decisions that turned a small Colorado operation into Coors Brewing Co., a brand that would help define what American beer could be. Here’s their story.

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