The time limit is what gives the plot of the movie its tension. The New York Times notes that the lack of availability helped make Coors a legendary beer and that people actually did smuggle it. Rather than deal with the headaches of spoiled beer, Coors simply didn't extend its distribution eastward beyond the Mississippi River. Coors was a regional product of Colorado, and it wasn't pasteurized and contained no preservatives, which made shipping it beyond certain geographical limitations without a decline in quality impossible. In fact, this remained the case until 1986. Except it wasn't silly in 1977, because, as Vinepair reports, you really couldn't get Coors beer east of the Mississippi.
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