Wednesday’s ad is for “Coors,” from 1985. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one features former heartthrob Mark Harmon looking smug with the caption. “Aging. It’s just as important to beer as it is to wine.”

Tuesday’s ad is for “Coors,” from 1985. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one is a trade card entitled “Coors Belgian Hitch,” showing a Coors beer wagon being pulled by six Belgian draft horses, a plan which began three years earlier, in 1982. I can’t imagine Anheuser-Busch was thrilled about this development and it seems to have been fairly short-lived.

The back of the card explains the Coors Belgian Hitch.

Monday’s ad is for “Coors,” from 1979. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows their iconic mountain spring with an inset of a mug of beer with the can and the tagline “Make it yours.”

Sunday’s ad is for “Coors Premium,” from 1979. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows an amazingly detailed drawing of a 12-pack of Coors Premium for use in their advertising.

Saturday’s ad is for “Coors Export Lager,” from 1936. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows a Grand Prize trophy with the text “Coors Had To Be Good To Win First Place.” Of course, it had been 43 years before that they had their win so I’m not sure how much that should be considered relevant for advertising about it.

Friday’s ad is for “Coors Export Lager,” from 1937. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows a fancy man — you can tell he’s fancy by his monocle and mustache — drinking a beer and saying. “By Jove! This IS a Real VIENNA Beer … The Only One I’ve Found in America.”

Thursday’s ad is for “Coors Export Lager and Pilsener,” from 1939. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows the iconic Rocky Mountain spring and touts the fact that their beer is available in bottles, cans and kegs.

Wednesday’s ad is for “Coors Export Lager,” from the 1930s. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows a knight on his horse with the Coors logo for his shield. The text reads “OUT IN FRONT … Where Quality is the Watchword.”

Tuesday’s ad is for “Coors Bock Beer,” from the 1890s. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one is a reproduction of an ad for Coors’ Bock Beer and the poster is titled very small in the bottom left corner, “Miss Bloomers and Bock Beer.” I have no idea who “Miss Bloomers” was specifically, but Bloomers were an alternative to dresses that women adopted beginning in the 1850s and were seen as a symbol of the women’s movement, and in fact they were named for “their best-known advocate, the women’s rights activist Amelia Bloomer.”

Monday’s ad is for “Coors’ Golden Bock,” from 1938. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one is for the NewCoors Pale Bock Beer, which as I understand it they only made for a few years just after Prohibition ended in 1933. I love that they’re quoting “noted judge of fine brews,” the lawyer-cum-beer judge “Bock Goat, Esq.” Why have I never judged with him?