When I was a kid, Coors wasn't available here in Ohio. My uncle was in college at Oklahoma U. at that time, and it was a big deal for him to bring a case or two of Coors back home to my dad who treated it like it was the nectar of the gods. He'd ration it to last months until my uncle was coming home again. Dad had glass mugs with the Coors logo on the side and always kept them frosted in the freezer so he could have an ice-cold Coors. He would only drink Coors from them, and wouldn't think of "defiling" them with some other beer.
Later, when Coors became available here, he changed his tune and became a loyal Michelob drinker. And, when offered a Coors at a ball game, he'd tell the vendor to come back when they had some "real beer."
Dad died several years ago, and I ended up with the Coors mugs. I keep one in my freezer, but I never use it.