Coors Light’s Chilling Beerman Returns For The Holidays

, Coors Light’s Chilling Beerman Returns For The Holidays

(Courtesy Molson Coors)

Last holiday season couldn’t been any stranger with COVID-19 lurking around. And Coors Light echoed that feeling with a marketing campaign that introduced Beerman, a cute/scary character who is a better fit for Halloween.

Coors Light’s Beerman is part snowman, part rock star, part semi-spooky creature reminiscent of Tim Burton’s weird holiday classic, Nightmare Before Christmas, a film that left many younger children running for cover.

But whatever your take…Beerman was a huge success, social media went wild, so they’re returning him again this year.

“We introduced Beerman during an unprecedented time, and we found people really connected with his simple message of bringing chill and holiday cheer,” Lindsey Wesloski, associate marketing manager for Coors Light told Beer & Beyond…. “Beerman is all about bringing unexpected joy, and we can use that this year, as well.”

So if a cute/scary snowman, with the ability to chill cans of Coors Light by touch, joining a holiday band that includes a guitar-slinging Yeti in a rockin’ rendition of Boston’s “More Than a Feeling” is your thing, you’ve got to check out his new video’


On top of that, Beerman will be featured on Coors Light’s limited-edition winter packaging, as well as on the brand’s holiday apparel. There’s even Beerman beanies, socks and other winter necessities if you care.

There’s also a limited number of Beerman microwavable holiday dinners available in Las Vegas complete with carved white meat turkey, mashed potatoes, gravy, mixed vegetables, stuffing, a cranberry dessert and, of course, a pint of Coors Light.

, Coors Light’s Chilling Beerman Returns For The HolidaysThe Beerman phenomenon was created by DDB Chicago. To achieve Beerman’s scary/cute look DDB worked closely with Legacy Effects, the practical effects developers behind The Mandalorian’s scary/cute Baby Yoda and scary/cute Groot from Guardians of the Galaxy.

So maybe scary/cute characters are the future, a future that Coors Light continue to ride.

“Beerman’s simple message of holiday chill really struck a chord,”Wesloski added. “He’s all about finding joy where you can, even if it’s not perfect.”


And while we’re on the subject of Coors Light holiday initiatives, there’s this


(All image credits Coors Light/ Molson Coors)

About is the nations' leading source for the Best Craft Beer News, Reviews, Events and Media.
Scroll To Top