DENVER -- If a microbrewery owner can be the mayor of Denver, perhaps a macrobrewery owner could be Colorado's U.S. senator, or so that's what Peter Coors is hoping for.

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Coors Officially Jumps Into Senate Race

Coors officially announced his candidacy in the race for the state's open U.S. Senate seat Tuesday morning at the Capitol. He was joined by Gov. Bill Owens, Lt. Gov. Jane Norton, Rep. Scott McInnis and retiring Sen. Ben Nighthorse Campbell, the man he hopes to replace.

Coors acknowledged that he does not have much political experience but knows a lot about government and creating jobs.

"You can't create jobs and you can't create real opportunity by taxing your way to a stronger economy. With free people and unburdened free market, you can spark real opportunity with two simple words: tax relief," Coors said. "In the past few days, many people have asked me why. That's the easiest question I've ever had to answer: Because I owe my country a debt of gratitude, and I want to serve my country."

Rep. Bob Schaffer and Coors are the only two Republicans running for the seat now held by Campbell, who chose not to seek re-election for health reasons.

Owens withdrew his endorsement for Schaffer this week and gave it to Coors instead, one day before his bid became official.

Schaffer, viewed as more conservative than Coors, told The Associated Press that Owens said he was sorry and Schaffer said he forgave him.

Retired Air Force Academy law professor Dan O'Bryant dropped out Monday, and threw his support to Schaffer.

Coors, a deep-pocketed beer magnate with no political experience, appears to have the support of his party's heavy hitters. Coors, 57, is the great-grandson of Adolph Coors, who founded the Golden brewery in 1873. He is an executive of both the Adolph Coors Co. and the Coors Brewing Co.

Schaffer has openly questioned why Owens and other party leaders did not rally behind his candidacy. He said he still has the support of people with "high levels of integrity," including state legislative leaders.

Schaffer, a three-term congressman from Fort Collins, said he has had a candid discussion with Coors, whom he described as a friend and a supporter.

"I painted a picture for him on how the outcome of the race was going to be -- and that is me winning the heart and soul of the Republican Party," Schaffer said. "That's where my base is."

Former state GOP Chairman Bruce Benson said party leaders approached Coors because he has charisma.

"Pete is that kind of candidate. That's what we need. People have to like you," Benson said.

As for the Democrats in the race, Attorney General Ken Salazar opened his campaign office on Monday and announced plans to visit all 64 counties in the state. He said voters will back a candidate who supports Colorado values, not someone with money.

"I recognize I'm the underdog in this race. I don't have millions of dollars," he said, standing before his 1994 Ford pickup he plans to take on the tour.

"Peter Coors and Bob Schaffer both believe in the far right wing agenda -- one has bankrolled it, the other voted for it. Now, Republican activists will have to choose between them," said Salazar's campaign manager Jim Carpenter. "In the end, Ken Salazar has the proven ability to get things done for people, across party lines. Ken Salazar has the background and experience that money just can’t buy."

In addition to Salazar, Boulder attorney Larry Johnson and El Paso County educator Mike Niles are also vying for the Democratic nomination.

The primary election in Colorado is Aug. 10.

Schaffer, Coors and Salazar said they would attend caucuses Tuesday night, which will determine who gets on the ballot at the state party conventions.

The campaign is being closely watched by national party officials because it could determine the control of the Senate, where Republicans hold a 51-48 majority, with one Democratic-leaning independent.

Additional Resource

Peter Coors' Bio