Coors Banquet Celebrates 150-Year Legacy With Historic Beer Cans

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.”

And Coors Banquet is looking to extend this success in 2024 with a legacy ad campaign, three historic cans that they are calling the “Legacy Collection,” and fresh merchandise in collaboration with long-standing partner Brixton.

The look and feel of The Legacy Collection is inspired by the packaging designs of the past but with a modern twist. Each of the three commemorative designs recognizes a specific decade in Coors Banquet’s rich history, including designs lifted from the 1880s, 1940s, and 1990s.

Originally brewed for the 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 over a century. The iconic stubby bottle was even smuggled across the country before it became available east of the Mississippi in 1981.

A favorite among rockstars, actors, and cowboys, Coors Banquet honors the same brewing tradition from its start more than 150 years ago and it’s still brewed only in Golden, Colorado, with 100% Rocky Mountain water.

“Over the past year, Coors Banquet has experienced tremendous momentum across the entire U.S beer category with consumers across the country, and in 2024, we’re not slowing down,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “The Legacy campaign is a testament to a mantra we have pulled from our brand history and a way we’ll leave our mark with new brand fans that are showing up to their favorite occasions with a Coors Banquet in hand.”

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(All image credits: Molson Coors)