The 1977 Coors Boycott created unity among unlikely groups of people. Each unique group in the fight against Coors had its reasons for being upset with the company. Coors targeted the LGBTQ community for their sexual orientation, Chicanos for their race, and women for their gender when applying for jobs. Because their groups were all being discriminated against by the same corporation, they found common ground and realized that working together would be more effective. The success of the Coors Boycott can be attributed to the cooperation between Gay leaders, Chicano activists, and working women to strengthen their protest against Coors and transform their labor disputes into a social movement that demands corporate accountability. 

This new web of connections was powerful because it was the first large collaboration of its kind. The labor unions, social groups, and activists collaborated during the boycott to hold Coors accountable for homophobia, racism, and sexism. The movement spread like wildfire; protests took place in 15 states, including the major hub of San Francisco, California. The protest turned from a small and segregated fight into a melting pot of struggles in which everyone emerged as a newly forged group. 

The Coors boycott led to concrete changes like protections for privacy and home life, overturning anti-gay laws, and inclusive hiring practices. Apart, these issues were minuscule to Coors Corporation, but collectively, their voices were stronger, and the melting pot burned holes in the pockets of the Coors family.

 As you move through the exhibition, you will be introduced to the posters that sparked attention in the community. Then you'll meet the activists, leaders, and workers. Finally, you will experience the raw and powerful words written by the leading unions to garner attention and voice their concerns.