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When one thinks Coors, more times than not, its their flagship Coors Light brand that comes to mind.
But there’s another Coors brand with a rich western heritage, Coors Banquet Beer, which has been brewed in the same place for almost 150 years.
And with wildfires becoming a more common and destructive force in states across the US, Coors Banquet is showing its support for the nation’s firefighters for the 10th year in a row
It’s once again partnering with the Wildland Firefighter Foundation, which provides relief to the families of injured or killed firefighters, with its Protect Our Protectors initiative. Since the partnership began, Coors Banquet has raised more than $2.5 million for the organization.
“Coors was born in wildfire country and every year, wildfires continue to get worse, longer, and more destructive,” Alyssa Lynner, senior marketing manager for Coors Banquet told Beer & Beyond. “The money raised from Protect Our Protectors goes towards supplies, medical care, mental health support and everything in between to help those who run towards the fire.”
This worthy program returns as wildfires rage in parts of the country, including Colorado and California, which is currently dealing with the fifth-largest wildfire in its history.
To help bring attention to the program, Coors Banquet has debuted new Protect Our Protectors packaging for its iconic stubby bottles and also produced a video that highlights the heroism required by our nation’s firefighters.
“We’re highlighting the heroes, the men and women, who run towards the fire to protect our nation,” says Lynner.
Coors Banquet is also unveiling an updated merch collection that they once again did with Western apparel brand Seager. Available now, the Protect Our Protectors collection includes multiple hats, shirts and pants. And five percent of the sales of the items will go to the Wildland Firefighter Foundation.
Coors Banquet, which was born in Golden, Colorado in 1873 and is brewed there exclusively to this day, has long embraced its western roots and supporting firefighters is part of Coors Banquet’s DNA.
The brand has a long history of supporting American firefighting efforts in the West. In 2014 Coors Banquet Beer began its support of the Wildland Firefighters Association and that commitment continues today.
We can get snarky when it comes to big beer companies here at American Craft Beer. So it’s only fair that we showcase them when their actions deserve praise.
And Coors Banquet’s annual wildfire efforts deserve praise.
