(Courtesy Molson Coors)

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 exclusively in Colorado for almost 150 years.

Originally brewed for Colorado 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 since its start 150 years ago

And now Coors Banquet, has dropped the latest iteration of its successful “Start Your Legacy” campaign, this time with cowboys and National sports  comeback.

Next week, Coors Banquet is set to debut the latest iteration of its “Start Your Legacy” campaign, headlined by a new spot featuring an enticing and oft-overlooked attribute: Banquet is brewed with 100% Rocky Mountain Water.

To power the beer to its next frontier, Coors Banquet is taking its cowboy spot to a frontier it hasn’t seen in five years: live sports. With a serious media spend, that will ups its presence bigtime MLB and college football in 2026.

“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 talk about legacy. “When our latest spot appears during live sports, more beer fans will see firsthand what our legacy is all about.”

The 2026 campaign will also include updated heritage packaging and retail tools that bring the “Rocky Mountain Water pitch” to beer lover across the country.

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