In June 2004, Colorado Republican Senate hopeful Peter Coors criticized the legal drinking age when addressing the Arapahoe Republican Men's Club . His comments, widely reported in the media, prompted this response from Marin Institute Executive Director, Mark Pertschuk.

Media Advisory
June 25, 2004

Coors’ Plan to Lower Drinking Age Draws Fire from Industry Watchdog
Age 21 Law Not Open for Debate

Peter Coors’ suggestion that we “reopen the debate” on lowering the drinking age comes as no surprise to anyone who has seen Coors Brewing’s youth-oriented advertising. Perhaps now that he is a candidate for the US Senate, Mr. Coors wants legal sanction to do what his company has been doing without it for years—targeting kids with beer promotions. Twenty years ago Coors Brewing was the first to exploit Halloween as a beer-drinking holiday—launching what became a brewing industry practice of using Halloween images to market beer. More recently, public outcry forced Coors to withdraw a TV campaign that featured a howling, shirtless young man with “Coors” painted on his chest. This past October teen moviegoers filled theaters to see Scary Movie 3—a PG-13 film co-promoted by Coors, featuring Coors Light and an appearance by the Coors Twins.

Mr. Coors may be uncomfortable that so much of his company’s profits come from underage drinking. But, rather than curb youth access to alcohol, as the National Academy of Sciences recommends, he wants to make the problem go away by dropping the drinking age. Sadly, it isn’t that easy to reclaim the thousands of young lives lost each year to alcohol-related homicide, suicide, motor vehicle and other injuries, even with a national drinking age of 21.

No serious person doubts the effectiveness of our national age 21 drinking law. Since its adoption 20 years ago, it has saved nearly 20,000 young lives from alcohol-related motor vehicle crashes alone. If Mr. Coors wants a debate on something relevant, he should focus on why beer taxes remain so low. Despite the fact that alcohol-related problems cost our nation upwards of $184 billion a year, young people can buy beer that is cheaper than water. That is a question worthy of debate and worthy of a candidate for the US Senate.

See examples of Coors youth-targeted promotions at: www.MarinInstitute.org/coors/

The Marin Institute works to reduce alcohol problems through environmental prevention—improving our physical and social environment to advance public health and safety.  The Marin Institute promotes effective alcohol policy, conducts media advocacy, and supports grassroots campaigns in Marin County, California and nationwide.

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