Coors, a name often linked with its popular Coors Light, also boasts another notable brand: Coors Banquet Beer. This historic brew, which has been crafted for nearly 150 years, has developed a reputation for its deep-rooted western heritage.
For the past decade, Coors Banquet Beer has demonstrated its commitment to American firefighters through its annual support initiative. This year marks the 10th anniversary of its collaboration with the Wildland Firefighter Foundation, an organization dedicated to assisting the families of firefighters who are injured or killed in the line of duty. Coors Banquet’s partnership with the foundation has raised over $2.5 million since its inception.
Alyssa Lynner, Senior Marketing Manager for Coors Banquet, highlighted the significance of this initiative. “Coors was established in wildfire country. As wildfires become more frequent and severe, the funds raised through Protect Our Protectors provide crucial supplies, medical care, and mental health support for those who confront these dangers head-on,” Lynner told Beer & Beyond.
This year’s program comes at a critical time as wildfires continue to devastate areas such as Colorado and California, which is currently battling its fifth-largest wildfire on record.
To draw attention to this cause, Coors Banquet has introduced new packaging for its iconic stubby bottles under the Protect Our Protectors initiative and has produced a video celebrating the bravery of firefighters.
“We aim to spotlight the heroes who face the flames to safeguard our communities,” Lynner said.
In addition, Coors Banquet has launched an updated merchandise collection in collaboration with Western apparel brand Seager. The Protect Our Protectors collection features a range of hats, shirts, and pants, with 5% of sales directed to the Wildland Firefighter Foundation.
Originating in Golden, Colorado, in 1873, Coors Banquet remains dedicated to its western roots and has a longstanding tradition of supporting firefighting efforts. Since 2014, the brand’s commitment to the Wildland Firefighters Association has been unwavering.
While the beer industry often faces criticism, Coors Banquet’s dedication to aiding firefighters and their families is commendable and worthy of recognition.
