Coors Banquet celebrates return of ‘Yellowstone’ with new ‘ReCaps’ and more

From Miller Coors & Nick Kindelsperger:

The long wait for “Yellowstone” finally ended last night, as the hit Paramount Network show returned for part two of season five. Its official beer partner, Coors Banquet, was right by its side.

“There was so much anticipation for the show since it has been off air since late 2022,” says Coors Banquet marketing manager Stephanie Clanfield. “We couldn’t be more excited because it’s a perfect pairing for us. ‘Yellowstone’ is a powerhouse Western drama, and we are brand that exudes the Western spirit.”

The partnership occurs as Coors Banquet continues its remarkable performance, with 15.5% dollar sales growth over the last 52 weeks for the week ending Oct. 27, according to Circana. In the same time period, it is also the fastest growing top 20 beer/beer alt brand in barrel and dollars sale.

But it’s the long-term growth that’s most compelling to Clanfield.

“Coors Banquet has been steadily growing for the past three years now, including in every region and every channel,” she says.

Yellowstone x Coors Banquet Recaps

Since becoming the official beer sponsor for season five of the show, Coors Banquet has teamed up with “Yellowstone” for a series of projects, including earlier this year with the “Live Like a Dutton” sweepstakes, where legal-age consumers could win a paid trip to a Montana ranch. And this summer, the two launched the Proposal Packs where 21+ consumers could purchase a six-pack with a holder for a replica of the ring that Beth used to propose to Rip.   

With the return of the show, Coors Banquet and “Yellowstone” are teaming up for even more. Out now is limited-edition “Yellowstone”-themed packaging on all packs of its iconic glass stubby bottles. Available now through December, the packaging prominently features the show’s logo, along with “Yellowstone x Coors Banquet ReCaps,” featuring popular quotes from the series underneath each bottle cap. 

Each package includes a random assortment of classic quotes from the show, including “I’m the bigger bear,” and “This ain’t checkers, son, this is chess and you’re about to play it with the masters.” 

Clanfield says that the quotes highlight why the show is such a good partner for the brand. 

“The characters in ‘Yellowstone’ display an extraordinary amount of grit and tenacity by overcoming difficulties,” she says. “All those speak to the values Coors Banquet stands for.” 

The special edition Yellowstone x Coors Banquet Recaps were developed in collaboration with Paramount Brand Studio and are the latest installment in Coors Banquet’s longstanding partnership with Paramount and the hit show. 

“The Coors Banquet collaboration with Yellowstone celebrates some of the most iconic moments from the past five seasons and connects fans directly to the show,” says Dario Spina, CMO of Paramount Brand Studio. “Bringing our partners into the cultural conversation through immersive experiences and powerful storytelling is what we do best. We’re thrilled to partner with Coors Banquet to help fans experience some of the most memorable lines and celebrate the return of Yellowstone.”

For consumers interested in collecting all the bottle caps, plus some you can’t find anywhere else, Coors Banquet is offering 28 ReCaps Shadow Boxes for $75. Available now online, the ranch-themed wood and glass display piece features 20 bottle caps with quotes, plus leather logos of “Yellowstone” and Coors Banquet and the limited-edition packaging label. “This is for the die-hard ‘Yellowstone’ fans,” says Clanfield. “The shadow boxes contain quotes from the show that you cannot find anywhere else.” 

Coors Banquet also has new “Yellowstone” retail and on-premise tools, including some to encourage on-site watch parties, along with its first-ever line of co-branded merchandise that can be purchased here. 

“Yellowstone” can be watched exclusively on Paramount Network.