Coors® Banquet Brings Back Start Your Legacy Campaign

From Miller Coors:

In honor of its longstanding legacy, Coors Banquet is rolling a series of limited edition packaging and a line of merchandise with Brixton

GOLDEN, CO ., March 14, 2024 – Since 1873, Coors Brewing Company has used ingenuity, grit and commitment to quality to maintain an impactful American beer legacy. To build upon the momentum of the company’s most storied beer, Coors Banquet is back with its equity campaign, Start Your Legacy, for the second consecutive year.   zzubreebym

The Start Your Legacy campaign is an ongoing program that includes an optimized ad creative, limited-edition packaging, and fresh merchandise in collaboration with long-standing partner Brixton. The Brixton collab will be available for purchase on April 7, in time for National Beer Day at www.shop.coors.com.

Brewed with the same tradition for more than 150 years, Coors Banquet is releasing new limited-edition packaging that pays homage to its history called The Legacy Collection. The look and feel of The Legacy Collection is inspired by the packaging designs of the past but with a modern twist. Each of the three commemorative designs recognizes a specific decade in Coors Banquet’s rich legacy, including designs lifted from the 1880s, 1940s, and 1990s. The Legacy Collection starts hitting shelves, with each design released in phases, from now until June 30 at retailers that carry Coors Banquet cans.

Originally brewed for the Colorado gold and silver miners to enjoy after a hard day’s work, Coors Banquet has been a part of history and pop culture for over a century. The iconic stubby bottle was even smuggled across the country before it became available east of the Mississippi in 1981. A known favorite among rockstars, actors, and cowboys, Coors Banquet honors the same brewing tradition from its start more than 150 years ago — without compromise — still brewed only in Golden, Colorado, with 100% Rocky Mountain water.

The brand’s uncompromised commitment to quality and tradition has helped to lead Coors Banquet’s monumental growth. Over the last year Coors Banquet is growing double-digits in every region*. There’s also been a spike in on-premise demand with Coors Banquet being the fast growing domestic premium package, up 22% in volume**.

“Over the past year, Coors Banquet has experienced tremendous momentum across the entire U.S beer category with consumers across the country, and in 2024, we’re not slowing down,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “The Start Your Legacy campaign is a testament to a mantra we have pulled from our brand history and a way we’ll leave our mark with new brand fans that are showing up to their favorite occasions with a Coors Banquet in hand.”

A :15 version of the revised ad creative can be viewed here. To learn more about The Start Your Legacy campaign and where to find The Legacy Collection cans, visit coors.com/StartYourLegacy.

*Circana Last 52 weeks ending 2/25/24; Total US Multi Outlet + Convenience

**Nielsen On Premise Data WE 12.30.23

ABOUT MOLSON COORS BEVERAGE COMPANY 

For more than two centuries, Molson Coors has been brewing beverages that unite people for all of life’s moments. From Coors Light, Miller Lite, Molson Trademark, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Leinenkugel’s Summer Shandy, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Simply Spiked Lemonade, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle with sparkling cocktails, canned wine, kombucha, cider and more.

Molson Coors Beverage Company is a publicly traded company that operates through Molson Coors North America and Molson Coors Europe, and is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

ABOUT BRIXTON

Brixton is a premium lifestyle brand focused on creating connection through art and culture. Keeping the spirit of the past alive through vintage-inspired style, the company designs and builds a full line of men’s and women’s apparel, headwear and accessories that is distributed in over 30+ countries. Brixton’s clean, classic designs have a modern, yet timeless feel, and each piece is constructed with a commitment to delivering quality product customers will want to wear forever.

Started out of a garage in Oceanside, CA by a group of friends that drew inspiration from the music and culture that surrounded them, Brixton became a way to bring people together through music, culture, and the spirit of adventure. We wanted to unite people from a variety of lifestyles. Creators and Builders: the musicians, artists, travelers, and craftsman – they are Brixton’s inspiration.

Founded in 2004, Brixton is the collaboration of three friends who wanted to convey their lifestyle through unique products, and quickly grew a cult following in the SoCal region for their modern yet timeless approach to headwear. As the label grew it adopted a broader lifestyle ethos, offering expanded menswear and, for the first time, women’s apparel introduced in Fall 2019. Having built its reputation as a go-to for headwear and quality wardrobe staples, the label looks to its future growth and expansion as a global lifestyle brand with its offerings evolving beyond the needs of the SoCal market. Brixton will stay true to the brand’s roots with a commitment but will focus on elevated quality and materials in timeless staples season after season.