Coors Banquet Beers Rides “Cowboy Culture” To Success

When one thinks Coors, more times than not, its Molson Coor’s flagship beer, Coors Light  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. It’s aligned itself with a rich western vibe and having a terrific year.

Coors Banquet spent 2023 celebrating the brewery’s 150th year and became a top volume gainer in all of beer along the way.

“It was an unforgettable year for Coors Banquet, and not just because it was our 150th anniversary,” says Stephanie Clanfield, marketing manager, told Beer & Beyond. “This isn’t something that was an overnight success. The brand has been growing for a few years now and shows no signs of slowing down.”

Coors Banquet is up 28% over last year according to Circana data and terms of volume, it’s the fastest-growing beer brand among the top-20 highest-grossing brands.

What’s behind Banquet’s success?

One answer is how it’s  marketed, Coors Banquet has successfully  tapped its western heritage at the time the whole “Old West” ethos is experiencing a cultural revival.

Cowboy Culture officially became cool again in 2023, with top fashion designers unveiling lines inspired by the Old West and  Barbie, one of the year’s hottest movies, featuring a bubble-gum pink cowboy hat.

At the same time, “Yellowstone” continued to be one of the most popular TV shows around, with tens of millions tuning into reruns on network television. Coors Banquet has been prominently featured on the show, which was  ranked as the No. 1 TV series in 2021.

“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 is featured prominently in the popular show, and it’s set to reprise its role as the show’s official beer when new episodes air in 2024.

“All of this has made it easy for Coors Banquet to become a bigger part of the modern cultural zeitgeist, added Clanfield. “Banquet’s earned its success and we’re blazing a trail for the next 150 years.”

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(Image credits: Coors & Paramount Network)