Coors celebrates Banquet’s legacy - Brand Innovators

Coors celebrates Banquet’s legacy

  • Coors will continue its “Start Your Legacy” marketing campaign for a second year, highlighting its original Banquet brand. 
  • This year’s campaign includes new creative advertising highlighting the brand’s 150-year heritage as well as new limited-edition packaging and new merchandise in collaboration with the company’s long standing partner, Brixton. 
  • The new packaging includes three commemorative designs that recognize a specific decade in the brand’s history, taking inspiration from the 1880s, the 1940s and the 1990s. The designs will be released in phases between now until June 30. 

Originally brewed for Colorado’s gold and silver miners, Coors Banquet is tapping into its rich history to woo consumers once again. The new ad declares the company has used the same recipe since 1873, and shows off the brand’s iconic stubby bottle. It also declares the beer has been the preference of “rockstars and actors” and leans heavily on cowboy imagery, asking the question, “What do you want to go down in history for?” 

The brand, which wasn’t available east of the Mississippi River until 1981, has experienced tremendous growth, according to the company. Coors Banquet has had double-digit growth in ever reach in the country over the past year and on-premise demand has grown 22% in volume, according to the company.

“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, in a statement. “‘The Start Your 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.”