William Coors' racism was publicly exposed in a statement he made to black and Mexican-American businessmen in 1984. He told the group that if they thought it was "unfair" that their "ancestors were dragged here in chains against their will…I would urge those of you who feel that way to go back to where your ancestors came from, and you will find out that probably the greatest favor that anybody ever did you was to drag your ancestors over here in chains, and I mean it."

Later in the speech, Coors elaborated on what he saw wrong in Africa: "They lack the intellectual capacity to succeed, and it's taking them down the tubes. You take a country like Rhodesia, where the economy was absolutely booming under white management. Now, black management is in Zimbabwe, and the economy is a disaster, in spite of the fact that there is probably ten times the motivation on the part of the citizens of that country to make it succeed. Lack of intellectual capacity--that has got to be there."

The Coors family gave money to pro-South African apartheid groups.

When Joseph Coors established the Heritage Foundation in 1974, he chose Roger Pearson, an outspoken anti-Semite and pro-Nazi, as co- editor of the Heritage Foundation publication "Policy Review." Pearson is the author of a racist book called "Race and Civilization," which uses pseudoscience to falsely assert the biological inferiority of black people. Pearson has also edited or co-edited several racist and neo-Nazi magazines, as well as written and organized for the far right-wing Northern League in northern Italy.

Paul Weyrich, far right wing strategist and Heritage Foundation co-founder, has many ties to Nazi collaborators and neo-fascist organizations. In the 1970s, Weyrich and Joseph Coors made appointments and set up political contacts on Capitol Hill for Franz Joseph Strauss, then the Bavarian head of state, who helped émigré Nazi collaborators. The Free Congress Foundation, co-founded by Joseph Coors and Weyrich, became active in eastern European politics after the Cold War. Figuring prominently in this effort was Weyrich's right-hand man, Laszlo Pasztor, a former leader of the pro-Nazi Arrow Cross organization in Hungary, which had collaborated with Hitler's Reich. After serving two years in prison for his Arrow Cross activities, Pasztor found his way to the United States, where he was instrumental in establishing the ethnic-outreach arm of the Republican National Committee.

During the 1964 Civil Rights Act debate in Congress, William Coors campaigned for the failure of the bill. He called the Coors workforce together on paid company time and urged them to contact their Senators to oppose the passage of the bill, lying and telling them that sixty white employees would lose their jobs to black workers if the bill passed.

Adolph Coors Sr.'s family friend and lawyer owned Castle Rock, the monumental red-rock knob that overlooked the Coors Brewery property, and lent it to the KKK in the 1920's for cross burnings that could be seen from all over Denver.