It was actually pretty interesting in the days of the beer wars. Norm was Hamms, Pat Evans was Olympia, Casey Stangel was Lucky Lager, and someone in Boise had Coors, Lungren maybe. That was before the Naylor's got them of course.
I remember coming to Boise with Jack Cross and Glen Naylor asking if we wanted any Coors for after the races, it was $5.00 a case. Well we figured sure that's cheap at $5.00 a dozen we'll get 20 cases and buy all our buddies beer after the races.
A case is 24 not 12 like here in Canada, we had beer coming out of our ears for a month after that. When we went home we forgot to tell the guy at the border how big a case is too. Oh we've only got 5 cases each sir.