Coors Banquet Beer Continues Its Alliance With Yellowstone TV Saga

(Courtesy Paramount Network)

Nothing helps beer sales like joining forces with the right entertainment vehicle. And the American neo-Western TV saga Yellowstone has a huge following.

The uber-popular series follows the Dutton family, owners of the largest ranch in Montana, the Yellowstone Dutton Ranch, commonly called “the Yellowstone.” And the plot revolves around family drama at the ranch and the bordering Broken Rock Indian Reservation, national park, and developers.

After starring in a recurring role on Paramount Network’s western drama, Coors Banquet inked a deal to become the exclusive beer of the cable hit in 2023 and with the return of  part two of season five that alliance remains firm.

“There was so much anticipation for the show since it has been off air since late 2022,” Coors Banquet marketing manager Stephanie Clanfield told Beer & Beyond. “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 popular cowboy series is a powerhouse.  Yellowstone’s Season 4 finale ranked as the most-watched entertainment release telecast since 2017, pulling in more viewers than the competing pro-football game.

At the same time, the 149-year old beer brand has become one of the fastest-growing beers in the country. 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.

And with the return of  part two of season five, Coors Banquet and “Yellowstone” are pulling out all the stops.. Out now is limited-edition “Yellowstone”-themed packaging featuring the show’s logo, along with “Yellowstone x Coors Banquet ReCaps,” with popular quotes from the series underneath each bottle cap.

(Courtesy Molson Coors)

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.”

Coors Banquet, which was born in Golden, Colorado in 1873 and is brewed there exclusively to this day, has long embraced its western root so this new partnership couldn’t feel more natural. But under this new deal the only beer those cowboys will be drinking on Yellowstone this year is Coors Banquet.

So, yeah, cowboys and a beer that’s been brewed in the region for nearly 150 years… And plenty of Banquet beer fans will be watching  as the  Yellowstone saga continues.

Yellowstone” can be watched exclusively on Paramount Network.

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(Image credits: Coors & Paramount Network)