Coors: From Beer To Superstrong Buttons

Plenty of people have been irritated by broken buttons, but it took a beer magnate to do something about it. Joe Coors Jr. says he got the idea for an indestructible button from a New York Times article in 1989, and he ordered one to be made by the ceramics unit of Adolph Coors Co., the brewing company that his family runs. The research team, headed by Connie Cameron, came up with a ceramic button made of zirconium oxide, which Coors says is harder than steel and has 21 2 times steel's flexing strength.

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