Joe Mendelovitz, D/B/A Eastex Wholesale Beer v. Adolph Coors Company and Highland Coors Distributors, Inc., Defendants

693 F.2d 570, 1982 U.S. App. LEXIS 23211, 12 Fed. R. Serv. 321
CourtCourt of Appeals for the Fifth Circuit
DecidedDecember 17, 1982
Docket81-2006
StatusPublished
Cited by20 cases

This text of 693 F.2d 570 (Joe Mendelovitz, D/B/A Eastex Wholesale Beer v. Adolph Coors Company and Highland Coors Distributors, Inc., Defendants) is published on Counsel Stack Legal Research, covering Court of Appeals for the Fifth Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Joe Mendelovitz, D/B/A Eastex Wholesale Beer v. Adolph Coors Company and Highland Coors Distributors, Inc., Defendants, 693 F.2d 570, 1982 U.S. App. LEXIS 23211, 12 Fed. R. Serv. 321 (5th Cir. 1982).

Opinion

GEE, Circuit Judge:

Joe Mendelovitz appeals the dismissal of this antitrust action against the Adolph Coors Company and Highland Coors Distributors, Inc., brought under section one of the Sherman Act, 15 U.S.C. § 1, and the Texas antitrust laws, Tex.Bus. & Com. Code Ann. § 15.01 et seq. (Vernon 1968). At the close of plaintiff’s case below, the district court granted defendants’ motions for directed verdict on all claims. Finding no error in the rulings of the district court, we affirm.

FACTS:

The Adolph Coors Company (“Coors”) is the fifth largest beer manufacturer in the United States. Among the major domestic beer producers, Coors is unique because it operates only one brewery- — located in Golden, Colorado — and because the authorized distribution of its beer is limited to fourteen western states. 1 Coors restricts the sale of its beer by defining in its contract with' distributors the territory and quality control procedures which each distributor must respect. Coors distributors can and often do sell to local wholesalers, and when they do so their contractual obligations extend to the resales by wholesalers. This action arises as a result of refusals by Coors distributors to sell to a wholesaler because he failed to respect Coors’ territorial and quality specifications.

The unique brewing process and strict quality control procedures of Coors are once again the subject of antitrust litigation. 2 According to Coors, the quality of the beer, once packaged, is negatively affected by three major factors: age, heat and light. To combat potential flavor deterioration from these elements Coors has developed specific quality control procedures. The effect of age is minimized by rotating the beer so that the oldest stock is sold first; exposure to light is reduced by the use of aluminum cans and brown glass bottles; and the effect of heat is lessened by refrigeration during both the storage and transportation of the beer.

The need to avoid exposing Coors beer to heat has produced a marketing scheme, developed in the early 1960’s, known as refrigerated marketing. Under this scheme, the beer emerges from the production process at the plant in Golden at a temperature not exceeding forty degrees Fahrenheit. It is packaged, placed into refrigerated or insulated rail cars, and shipped directly to the distributor, who then assumes responsibility for the condition of the beer until it reaches the consumer.

Each of Coors’ distributors is required to sign an identical written agreement with Coors specifying the territorial restrictions and the quality control procedures which must be followed to preserve the freshness of the beer. 3 Coors does not undertake to *574 exact any such agreement from wholesalers or retailers who sell its beer. Instead, each container of Coors beer is marked with the name of the distributor so that any violation of the quality control procedures, even if committed by a wholesaler or a retailer, can be traced to the responsible distributor. A distributor may be terminated if he fails to correct such a violation within ninety days after notification by Coors.

Plaintiff, Joe Mendelovitz, has been a wholesaler of beer in Houston since 1954 and has operated under the name of Eastex Wholesale Beer (“Eastex Wholesale”) since 1956. He has no direct association with any brewery; instead, his purchases are primarily from authorized distributors. Mendelo-vitz began to receive shipments of Coors beer from defendant Highland Coors in 1976, when Coors expanded its sales into eastern Texas. At that time, Highland Coors was assigned one of five distributorships in the Houston-Harris County area. The sales of each distributor were restricted to designated territories, none of which overlapped. Highland Coors became the sole supplier of Coors to Mendelovitz, because Mendelovitz’s wholesale operation is located in Highland Coor’s distribution area.

After receiving delivery of Coors twice a week for several weeks, Eastex Wholesale made its first sale of Coors beer to a purchaser outside of Texas, and outside Coors’ area of authorized distribution, on July 1, 1976. 4 Between that date and the date on which Highland Coors terminated his supply, July 15, 1976, Mendelovitz sold five truckloads of Coors beer to persons in Louisiana, Massachusetts, New York and Washington, D.C. Most, if not all, of these “export” sales violated the Coors quality control procedures. 5

After having been terminated by Highland Coors for his export practice, Mendelo-vitz attempted to, but was unable to, obtain delivery from other Coors distributors. However, he did receive supplies of Coors beer from other wholesalers located in Houston and other cities in Texas. The bulk of these purchases were shipped to buyers outside the authorized distribution states. Mendelovitz continued exporting Coors until 1979, at which time no wholesaler would sell to him. By this time, Coors’ distributors had succeeded in cutting off all shipments of Coors to Mendelovitz through a practice of terminating or “allocating” wholesalers who were discovered to have been supplying him. 6

DISCUSSION:

Mendelovitz appeals the directed verdict dismissing both his federal and state antitrust claims, the district court’s ruling on the collateral estoppel effect of a previous decision involving Coors, and several evi-dentiary matters.

The standard by which we review appeals from directed verdicts is well established, as articulated in this court’s leading en banc decision:

the court should consider all of the evidence — not just that evidence which supports the nonmover’s case — but in the light and with all reasonable inferences most favorable to the party opposed to the motion. If the facts and inferences *575 point so strongly and overwhelmingly in favor of one party that the court believes that reasonable men could not arrive at a contrary verdict, granting of the motions is proper. On the other hand, if there is substantial evidence opposed to the motions, that is, evidence of such quality and weight that reasonable and fair-minded men in the exercise of impartial judgment might reach different conclusions, the motions should be denied, and the case submitted to the jury.

Boeing Co. v. Shipman, 411 F.2d 365, 374 (5th Cir.1969) (en banc).

A. The Territorial Restraint.

Mendelovitz’s first claim attacks defendant’s territorial restrictions which prohibited him from selling Coors outside the fourteen western states that then composed Coors’ area of authorized distribution. First, we must determine whether these restrictions are horizontal or vertical. Only if they are horizontal will they be per se illegal, Continental T.V., Inc. v. GTE Sylvania Inc.,

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693 F.2d 570, 1982 U.S. App. LEXIS 23211, 12 Fed. R. Serv. 321, Counsel Stack Legal Research, https://law.counselstack.com/opinion/joe-mendelovitz-dba-eastex-wholesale-beer-v-adolph-coors-company-and-ca5-1982.