One word on the label had something to do with that. If you shipped your
beer out of state, there was an extra tax levied on it. This tax was
known
as a "premium". So, beer shipped from Wisconsin was marked "Premium"
beer.
Joe Six-Pack thought this meant it had to be extra good. Doh.

Sorry, but that sounds like an Urban Legend. Can you please cite a
source?

A tour guide at the Coors brewery. Or. . . you could try to look it up
yourself and cite a disclaiming source. )

I did. I checked with a guy who makes his living writing about beer.
He disagreed. He said, "No "export" tax involved, just marketing."

vince norris



Rich S.