As wildfires continue to ravage the western United States, Coors Banquet, the brand known for marketing itself as being made with crisp, pure Rocky Mountain spring water, is deepening its ties to those dedicated to fighting these blazes.
The brand has partnered with apparel company Brixton to raise funds for the Wildland Firefighter Foundation with exclusive merchandise and entertainment. Brixton and Coors will drop a “Protect Our West” capsule collection on November 1, 2021, with a portion of the sales benefiting the Foundation. The new collection features designs that pay homage to the men and women who risk their lives battling wildfires. In addition, 25-cents from every case of Coors Banquet beer sold in November will be donated to the WFF (up to $250,000).
“As a brand that has called Golden, Colorado, home since 1873, utilizing natural resources in every case, it is of the utmost importance to our brand to protect this land,” said Stephanie Clanfield, marketing manager for Coors Banquet. “Our partnership with the Wildland Firefighter Foundation helps ensure that efforts continue being made to acknowledge our country’s wildland firefighters and the sacrifices they make for the good of our communities.”
Since 2014, Coors Banquet has donated more than $1.75 million to WFF, which provides assistance to the families of wildland firefighters who have lost their lives or are injured in the line of duty. However, this is the first partnership between Coors Banquet and Brixton. As a brand with deep California roots, Brixton was “honored to be a part of this collaboration helping such a worthy cause,” said Brixton VP of Brand Marketing Davide Mattucci, in a statement.
The two brands kicked off the partnership with a benefit show featuring indie rock band Cold War Kids. The audience for the show, which took place on September 29, was entirely comprised of members of the WFF community. The show was livestreamed on Coors Banquet’s Facebook Page, where fans could watch and contribute.
“The Cold War kids are native to the Los Angeles area, and they know the devastations of these wildfires firsthand,” Clanfield said of the band’s participation.
