Why Coors Went Soft

Employers are outpacing the law in embracing sensitivity and diversity. Are they the new leftists?

It should be enough to drive the Coors boys to drink. Workers at the beer company run by the Coors family, longtime funders of the political right, now attend a diversity workshop and get training on sexual harassment. Employees can choose among eight "resource councils"--groups representing gays, women and Native Americans, among others. The company sets aside a specific share of purchases each year for minority-owned firms (what conservatives like the Coorses usually call--gulp--quotas). And the brewer has sponsored everything from a marathon gay dance party in Miami to "the first corporate mammography program in the country," as the company gushes.


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