(Courtesy Molson Coors)

When one thinks of Coors, more times than not, its flagship Coors Light brand comes to mind. That’s not surprising; after all, it is the second bestselling beer in America, and has been for a while.

But there’s another Coors brand with a rich Western heritage: Coors Banquet Beer, which has been brewed exclusively in Golden, Colorado, for almost 150 years. Originally brewed for gold and silver miners to enjoy after a hard day’s work, Coors Banquet has been a part of history and pop culture for a century and a half.

The iconic stubby bottle was even smuggled across the country before it became available east of the Mississippi in 1981. A known favorite among rock stars, actors, cowboys, and presidents, Coors Banquet honors the same brewing tradition it started 150 years ago.

Now, Coors Banquet has dropped the latest iteration of its successful “Start Your Legacy” campaign. The new spot features the beer’s most enticing and oft-overlooked attribute: that it’s brewed with 100% Rocky Mountain water.

But that’s not all. Coors Banquet is tying into another hot Western-themed TV show, Dutton Ranch, which will make its May 15 debut on Paramount+. The Yellowstone spinoff follows Beth Dutton and Rip Wheeler in South Texas as they establish a new ranch while navigating conflict with a neighboring rancher played by Annette Bening.

Beyond the TV screen, the brand is leaning further into its Western roots. They’re dropping a fresh line of country music festival merch through their ongoing Wrangler collaboration, though they’re keeping the specific designs under wraps for just a little while longer.

But the heart of the summer campaign is built on Coors Banquet’s uber-pure Rocky Mountain water source.

“We say ‘legacy’ a lot when we talk about Banquet,” says Chief Marketing Officer Sofia Colucci, “but after 150 years of being brewed in the same place with the same Rocky Mountain water, it’s hard not to. It’s a legacy we’re proud to build on, and with our 100% Rocky Mountain water, it’s a legacy you can taste.”

###

Want more on Coors Banquet?

We’ve got ‘em…

 Coors Banquet Beers Rides “Cowboy Culture” To Success

The Lowdown On Coors Banquet’s Iconic Stubby Beer Bottles

Coors Banquet Beer Partners With Yellowstone TV Epic