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(Courtesy Molson Coors)
Nothing helps beer sales like the right product placement in the right entertainment vehicle. And the American neo-Western TV saga has a huge following.
The 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.
And now, 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 “catapult its brand awareness and brand-love to new heights,” says Katie Feldman, marketing director for the Coors family of brands.
“The show’s rise has dovetailed with Banquet’s resurgence,” according to Beer & Beyond. “The brand has been on fire, ranking as the fastest-growing domestic premium beer and gaining share of total beer year-to-date, per IRI multi-outlet and convenience data through Sept. 19.”
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 under this new deal the only beer those cowboys will be drinking on Yellowstone this year is Coors Banquet.
And plenty of Banquet beer fans will be watching when Yellowstone returns in November.
The “Yellowstone” season four premiere last year racked up more total viewers than the pro football game in primetime, which aired on the same night. And the season four finale ranked as the most-watched entertainment telecast since 2017.
So, yeah, cowboys and a beer that’s been brewed in the region for nearly 150 years…
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.
“The gritty nature and Western aesthetic of “Yellowstone” “fit perfectly with Coors Banquet’s ethos and how it shows up as a brand with consumers,” Feldman added.
And we’ll drink to that…
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(Image credits: Coors & Paramount Network)
