"Even among family-run corporations, the Adolph Coors Company was an oddball . . . "

"A frequently damning, riveting portrayal of the company and the men who dominated it."

        -- New York Times Book Review

"As for Baum, he pulled off the considerable feat of making the Coors family--wildly reviled for its virulent right-wing political activism--sympathetic and human."

        -- Jonathan Yardley of the Washington Post,

           naming the 10 best books of 2000

"A triumph in reporting. . . . The result is as much a family history as it is a textbook tale of how sweeping, roller-coaster cultural changes through the last half of the 20th Century left inflexible, insular companies teetering."

        -- Chicago Tribune

"Baum skillfully interweaves stories of family dysfunction --; which apparently flowered during the life of grim-faced, ultrastrict Adolph Coors Jr., whose son and grandson still hold the official reins of power at the brewery -- with the story of the business and the family's ultraconservative politics."

        -- San Francisco Bay Guardian