Quest for Coors (Original)
Co-owner Robt. Powell of Bob’s Big Gas Subs & Pubs , at Reynolda Road and Northwest Boulevard, wrote me, all excited about getting draft Coors Original, which is brewed only in Golden, Colorado. Powell says he’s the only bar in W-S to have it. He’s celebrating today with live music and $2.50 Coors pints.
Powell is excited in part because it took some doing to get it. The brewery had not been distributing it in the Southeast.
Whether you love or hate Coors, or don’t even care about beer, check out Powell’s story, which I’m reprinting verbatim from the email he sent me.
Powell, an avid camper, had fallen in love with the beer years before and swears to drink nothing else while camping or spending time with the guys. Oh, the merits of advertising.
However, when placing the initial beer orders, Powell was told that he would not be able to serve Coors Original on draft because Miller-Coors did not distribute that particular beer in the Southeast. Even after offering to pay the extra freight charges, Powell was told that it was near to impossible.
Near to impossible.
Disappointed, but resolute, Powell and his father successfully opened their restaurant with several great beers on draft and some 40 others in bottles. But the thought of serving the Coors Original still swirled in the back of Powell’s mind.
“I was even more intrigued knowing that I could actually be the first to serve it in this area and the Southeast region. It’s delicious and I truly believed that there was a market for it. I just couldn’t figure a way to convince the “big boys” to bring it in!”
Continued…
While watching football in October, Powell noticed a Coors Original commercial during a break in the action. The commercial had genuine Colorado flair with wild horses, mountains and the voice of actor Sam Elliot speaking the words, “Coors: a beer that stays true to itself, like you, the Coors drinker”.
It was at that moment when Powell went to the Coors website, clicked “Contact Us” and began his mission.
“I referenced and quoted the commercial. I wrote about staying true to myself and simply wanting an opportunity to sell their amazing product.”
Powell felt that his request had fallen on deaf ears not hearing back from the company. Then, in December, he happened to check his “spam” email folder to find a response from Coors, a request to call and a case number for reference. Powell called and again pleaded his case.
For almost 2 more months, the waiting continued.
Then, one afternoon in early February, as Powell was alone in the restaurant, a man walked in. Powell approached him assuming that he was a mid-day hungry customer.
As Powell walked out of his office, the man asked, “Are you the owner?”
“Yes”, Powell replied now thinking it was a dreaded sales pitch.
“Are you the one who wrote this email?”, he said holding a piece of paper with Powell’s words neatly printed on it.
“I did”, Powell again replied.
“Well, I’m Jeff Spaugh, Area Sales Manager for Miller-Coors and I just wanted to come by and tell you that we’re getting Coors Original for you on draft. We don’t know when yet, but it’s in the works and you’re going to get it.”
Fast forward to today as Powell is in the parking lot watching it come off the truck. A release party has already been scheduled for Thursday, April 14th with Caleb Caudle and the Bayonets, $2.50 pints (an everyday price for the beer) and hopes his beloved Winston-Salem community will join the fun. Powell expects the beer to be a huge success.
“We want to give it the perfect welcome, and prove that this is a delicious, affordable domestic product with loads of classic character. What better place for that than a building constructed in 1938 in a city rich with classic character”.
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