When one thinks Coors, more times than not, its flagship Coors Light brand comes to mind. That’s not surprising, after all it’s 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 for almost 150 years.

And with Hawaii still reeling from an unprecedented wildfire that has already claimed 96 lives, Coors Banquet is renewing its long-running support of firefighters with its Protect Our Protectors program, which has donated more than $2 million to support those who run towards the fire over the last nine years.

The toll from wildfires like what just took place in Hawaii has caused a considerable staffing shortage among wildland firefighters. And Coors Banquet is committing $250,000 to the Wildland Firefighters Foundation, which supports the families of firefighters who have died or been injured in the line of work.

“Wildfires are unfortunately becoming more common, and we’re seeing their destructive impact this summer from Canada all the way to Hawaii,” Courtney Oliver, associate marketing manager for Coors Banquet told Beer & Beyond. “Coors Banquet has supported the brave men and women who put themselves at risk for years, and we’re proud to continue to honor firefighters.”

Every purchase of Coors Banquet through Sept. 30 helps support the Wildland Firefighters Foundation. The brand is also supporting other US charities benefiting firefighters through the nationwide Protect Our Protectors program, and is pledging to donate funds to areas hit hard by wildfires.

Coors Banquet is also donating $25,000 to the Maui Strong Fund to support the Hawaiian island of Maui, which is still in shock from a devastating wildfire made worse by hurricane-force winds.

Coors Banquet, which was born in Golden, Colorado in 1873, and is brewed there exclusively to this day, has long embraced its western roots. The brand has a long history of supporting American firefighting efforts. In 2014 Coors Banquet Beer began its support of the Wildland Firefighters Association and that commitment continues today.

“Coors Banquet is committed to doing what’s right, even when it’s hard. No one exemplifies that more than firefighters,” Oliver added. “Whether they’re fighting fires in the forest or the city, we’re proud to continue our support of our country’s bravest.”

We can get snarky when it comes to big beer companies here at American Craft Beer. So it’s only fair that that we showcase them when their actions deserve praise.

And Coors Banquet’s wildfire efforts, especially at this time, deserve praise.

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