and that's where he announces that his father, joe the -- the -- the pillar of the brewery, this pillar of moral rectitude, this founder of the conservative movement, has just announced that he's been cheating on his wife, peter's mother, for the last 13 years and is leaving her. and that's the end of joe at the brewery. in fact, joe leaves colorado and never comes back except to visit. joe moves off to california, and that's the end of joe. he's still alive. he's in--he lives in palm springs. c-span: now joe coors, you say, started through paul weyrich the heritage foundation. >> guest: heritage foundation. c-span: what else did joe coors do? >> guest: joe coors noticed ronald reagan. ronald reagan in 1964 made a famous televised speech before the campaign and it was--it was more a speech about conservation principles than it was--i don't think he mentioned goldwater's name at all in this speech. it was a call to--this is where he says, 'are we going to--to condemn our children to 1,000 years of darkness or, you know, is this going to be the last, best hope of mankind?' and joe coors flies out