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." 
Coors claims his remarks were taken out of context and threatened to sue the conservative newspaper that reported them, the Rocky Mountain News. 
- Buying a Movement - Right-Wing Foundations and American Politics, citing Jonathan P. Hicks, "Coors Mends Minority Fences," New York Times, July 25, 1985; "Coors Drops Libel Suit Against Paper," Washington Post, August 26, 1987.
- "The Coors Connection", namebase.org, 1990, a list of Coors affiliations.