Coors Banquet, a historic beer brand brewed for nearly 150 years, is seeing a resurgence in popularity, particularly among Gen Z consumers. The brand, which aligns itself with a deep Western heritage, has emerged as the fastest-growing beer among legal drinking-age Gen Z, boasting a 32% sales increase over the past year, according to Circana’s Receipt Panel for the 52 weeks ending December 1, 2024.
While Coors Light, the flagship beer of Molson Coors, has long been a staple in the American beer market, Coors Banquet has carved out its own niche, celebrating its 150th anniversary in 2023. The beer’s authenticity and commitment to its legacy have helped it resonate with younger audiences, especially as “cowboy culture” sees a resurgence.
Coors Banquet’s appeal lies in its unwavering dedication to quality. “This beer was born more than 150 years ago and has stayed true to its legacy every single day since 1873,” said Alyssa Lynner, Senior Marketing Manager at Coors Banquet. “We still use only 100% Rocky Mountain water and brew our beer exclusively in Golden, Colorado. That commitment to who we are is attractive to a lot of people, including legal drinking-age Gen Z.”
The brand’s prominence has also been bolstered by its visibility in pop culture. Coors Banquet has made several appearances in popular TV shows like Yellowstone and Cobra Kai, gaining exposure to millions of viewers. These shows, which are known for their connection to Western themes, have helped cement Coors Banquet’s status as a symbol of rugged Americana, making it especially appealing to younger generations seeking authenticity.
2023 also marked a cultural shift toward Western-inspired fashion and lifestyle. Designers unveiled Old West-inspired collections, while Barbie, one of the year’s biggest films, featured a playful pink cowboy hat, contributing to the broader appeal of cowboy culture. Coors Banquet’s Western roots—highlighted by its deep connection to Colorado and its support of rodeo sports—have positioned the brand perfectly within this cultural moment.
The brand’s popularity is further reflected in its online merchandise sales, which have risen by over 150% compared to last year. The rise of Coors Banquet among Gen Z signals a broader shift toward nostalgia-driven trends and a renewed appreciation for the American West, making the beer’s “Old West” appeal more relevant than ever.
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