Were you surprised by how Coloradans voted on this year's alcohol proposals? Here's a look at how a grassroots campaign took on the big corporations trying to get a foothold in the state's liquor market.
“This really was a David vs. Goliath effort,” said Chris Fine, executive director of the Colorado Licensed Beverage Association, which opposed all three propositions. “Colorado voters saw through some of the convenience pieces and said, ‘convenience at what cost?'”
Owners of independent liquor stores like Joy feared what the measures might do to their bottom lines — if they didn’t run them out of business altogether.allowed grocery stores to sell full-strength beer, most small liquor stores in the Colorado Licensed Beverage Association saw at least a 30% drop in sales, Fine said.
These propositions, taken together, represented an “erosion of small business in general,” Joy said. “They all peck away, chip away at small business.” With just $680,000 in campaign funding — compared to the more than $30 million pushing for the measures’ passage — the independent liquor stores went grassroots to drum up support.
Joy’s children at the University of Colorado Boulder evangelized the college student bloc. Her nephew diligently worked social media. Joy talked through the issue with customers who walked into her store.
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