Canning the Coors Tour

It has been a Colorado rite of passage for decades. Turn 21, then head to Golden for a guided tour of the Coors brewery and, most importantly, the three free beers that come with it. But that changed on Friday when Coors, now called Molson Coors, unveiled its shorter, self-guided audio tours with less information and not as much to see.
The company made the change because of increasing demand. With a quarter of a million visitors every year -- many of them conventioneers, summer tourists and regulars from the Colorado School of Mines -- Coors said it wants to get people through the plant, and presumably into the drinking room, faster and more efficiently. The self-guided tours will take about twenty minutes versus the guided ones, which took 45.
To mark this momentous change, Westword went along for one of the very last guided tours on the very last day they were available, Tuesday, April 8. Our goal was to see what, if anything, would be lost with the lack of a human guide (For a slide show, click here).















