Coors Banquet Encourages Fans to “Start Your Legacy” in New Campaign

From Molson Coors:

In honor of its longstanding legacy, Coors Banquet launches a new ad film, limited-edition packaging, and a new line of merchandise

GOLDEN, CO ., May 7, 2025 – For more than 150 years, Coors Banquet remains true to its roots as a beer brewed only in Golden, Colorado with 100% Rocky Mountain Water. Now, the brand that’s been a longtime favorite of rock stars and cowboys alike, is encouraging consumers to start legacies of their own with its “Start Your Legacy” campaign. Coors Banquet’s “Start Your Legacy” campaign is supported by a new brand film, limited-edition packaging and cans, and a new line of merchandise.

The :30 brand film, titled “Legacy Grows,” shows that any legacy is possible, you just have to start. The film follows a musician’s journey to success, which starts off with him writing songs at home on his ranch with dreams of performing to a sold-out crowd. He’s next seen performing his set to a small crowd at a local bar, to eventually making his dreams come true and hitting it big, playing on stage in front of a packed crowd, reinforcing how he persevered from his humble beginnings to start his legacy. The film ends by showing he was envisioning his legacy the entire time. This new ad creative came to life in partnership with DDB Chicago and is now live across digital streaming platforms and on social media.

“Building a legacy takes time – just look at Coors Banquet, a beer that was first brewed in 1873, and continues to connect with generations of drinkers today by embracing its roots,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “That theme of perseverance comes through in our new film, where we show that the hardest part of starting any legacy is taking the leap of faith.”

Coors Banquet continues to be inspired by the same brewing tradition since 1873 by only being brewed in Golden, Colorado with 100% Rocky Mountain Water. The “Legacy Collection” reimagines the designs of Coors Banquet’s cans by paying tribute to its roots. There are three commemorative designs that recognize a specific piece of Coors Banquet’s rich legacy throughout the years. The “Legacy Collection” is rolling out on shelves from now through July at retailers that carry Coors Banquet.

• The first can of the “Legacy Collection” shows the Castle Rock logo that was introduced for the Coors Brewery in the 1890s, which has only been brewed in Golden, CO.
• The second can of the “Legacy Collection” depicts how the Coors Brewery looked in 1923, which has carried over the same brewing tradition since 1873.
• The third can of the “Legacy Collection” highlights Coors’ tradition of brewing with 100% Rocky Mountain Water.

The new line of merchandise consists of wearable apparel and accessories, including t-shirts, a sweater, a tote bag and water bottle, that highlight Coors Banquet’s 150-year-plus legacy. Fans can even collect a three-pack of Coors Legacy Collection glasses and enjoy a Coors Banquet in a timeless glass after a hard day’s work. The merchandise is available for purchase online at www.shop.coors.com.

To learn more about Coors Banquet’s “Start Your Legacy” campaign, visit www.coors.com/startyourlegacy.

About Molson Coors Beverage Company
For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life’s moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel’s Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.

Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

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