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(Courtesy Molson Coors)
Nothing helps beer sales like joining forces with the right entertainment vehicle. And the American TV saga Yellowstone has a huge following.
The uber-popular neo-Western 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 has inked a deal to become the exclusive beer of the cable hit when it returns for its fifth season on Nov 13.
(Paramount Network)
Coors Banquet has been prominently featured on the show, which ranked as the No. 1 TV series in 2021 helping to “catapult its brand awareness and brand-love to new heights,” says Katie Feldman, marketing director for the Coors family of brands.
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, according to the leading research firm, IRI.
Yellowstone’s highly anticipated return on Paramount Network, and will prominently feature Coors Banquet’s iconic stubby bottles and yellow jacket cans throughout episodes, as it’s done in episodes since 2018.
“With both brands containing synergetic grit, Western edge and ingenuity, it just makes sense for Coors Banquet and ‘Yellowstone’ to form an official, authentic partnership,” says Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands. “Since Coors Banquet was born and brewed in the West, fans of the show enjoy the seamless integration of this beloved beer – it just works.”
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 when Yellowstone returns in November.
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(Image credits: Coors & Paramount Network)
