On a bright summer morning in 1985, Bob Burgess arrived for his first day of work at Coors Brewing Company. It was a crucial time for Colorado’s most famous corporation, and Burgess had been hired to serve on the front line of “The Beer Wars” – a struggle for supremacy with arch-rivals Budweiser, Miller and Stroh’s. For the new senior marketing analyst, it was a dream job. But from the first day, Burgess watched as a wacky “Dr. Strangelove” mentality overtook the Coors High Command’s strategic planning. In SILVER BULLETS, Burgess reveals the underside of one of America’s most controversial companies and its founding family. Told with humor, professional savvy, and a sharp eye for the absurd, Burgess’s tale might be a blueprint for how to lose a business war and spend millions doing it – even as victory stares you in the face.
by Robert J. Burgess St. Martin’s Press, 1993