Wednesday’s ad is for “Coors Beer,” 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 features a woman with a beer in her hand, saying “What a mellow flavor — and how it makes one glow,” to which the ad replies “That’s Why Most Folks Say —” leading to the headline “Coors, of Course.” I love that they’re making such a big deal out of “that glowing after-effect produced by Coors Golden Beer.” And one of the reasons for that “glow” is “its full legal stimulant content.”

Tuesday’s ad is for “Coors Beer,” 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 features the headline “Leadership” and then proceeds to try to make the case that good leadership makes the beer taste better, sort of, at least it’s a bit of stretch to connect the two, although that seems to be the case for all of their advertising throughout the later half of the 1930s.

Monday’s ad is for “Coors Beer,” 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 features the tagline that would be used for decades, even to the present day, “Brewed with Pure Rocky Mountain Spring Water.”

Saturday’s ad is for “Coors Beer,” 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 features the tagline “As Cool—As Clean—As Refreshing,” which then Coors reveals by which they mean “As a Snow-Fed Stream High Up in the Rockies.” Um, okay.

Friday’s ad is for “Coors Beer,” 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 features the headline “What do you drink … the LABEL or the BEER?” and argues that you should ignore other, old, and well-known brewery names and drink their beer instead. Um, okay.

Thursday’s ad is for “Coors Beer,” 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 features the Coors’ famous waterfall, but it’s the text in this one I love. “When your palate is keenest, the ambrosial brilliance of Coors Export Lager is most enjoyed.” Now that’s a phrase I need to start using, “ambrosial brilliance.”

Wednesday’s ad is for “Coors Beer,” 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 another “Confidence” ad, this time equating the confidence of the bridge cable maker from the steel worker’s confidence and then compares that to customers’ confidence in “Coors Export Lager.” Um, okay.

Monday’s ad is for “Coors Beer,” 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 says that seeing a “Coors on Tap” means “A Sure ‘Sign‘ of a Good Stein.” Yeah, they went there. But since I’m a pun lover, I’ll let it slide.

Sunday’s ad is for “Coors Beer,” 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 advertises special packaging for the holidays, which “Makes a Glorious Gift to Friends, Lists of Employees Or Jovial Associates.”