January 31, 2012 07:56 PM UTC

Joe Coors Announcing CD-7 Run Today

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• by: Colorado Pols

Noon Update: Coors’ full remarks and more analysis are available over at Colorado Pols.

Former CoorsTek CEO Joe Coors, brother of former US Senate candidate Pete Coors, is today making official what he started “exploring” two months ago: Coors is staging a run in CD-7 against Ed Perlmutter.

From 9News:

LAKEWOOD, Colo. (AP) – Joe Coors Jr. is announcing a congressional run against Democratic incumbent Rep. Ed Perlmutter in Colorado’s 7th District.

Coors, the great-grandson of brewery founder Adolph Coors, will make the announcement Tuesday morning in Lakewood.

Perlmutter was elected in 2006.

He easily defeated Republican challenger Ryan Frazier in 2010 in what is considered one of the state’s three competitive districts.

Despite how “competitive” CD-7 is considered to be, we just don’t see Coors as a major threat to Ed Perlmutter. Sure, the district got a little bit more competitive as part of redistricting, but Perlmutter trounced 2010 GOP nominee Ryan Frazier by over 10 points in what was otherwise a blowout year for Republicans.

Coors is a much more formidable candidate than Frazier, obviously (not to mention 2008 challenger John Lerew), but we don’t think the beer baron will be able to dispatch with the immensely popular Perlmutter.

Coors’ support of 2010’s Personhood Amendment, which failed with 73% of Jeffco voters coming out against the measure, might effectively end the Coors campaign before it can even start.

We don’t think Coors really thinks he can change Washington much as a 70 year old freshman congressman. Instead, we suspect Coors is running for Congress as a capstone to a long and distinguished career in business. In that sense, Coors probably would like to get elected, but we don’t know how much he’s going to like campaigning.