For more than 140 years, Coors Banquet has celebrated its special Western heritage and appreciation for the kind of old-fashioned values that never go out of style. This summer, the Banquet Beer is extending its support to a group of people who exemplify these traits.
Through the Coors Banquet "Protect Our West" program, the brand will contribute 25 cents to the Wildland Firefighter Foundation for every case sold in select states in the Western region throughout July and August, up to $250,000. The non-profit Wildland Firefighter Foundation assists firefighters and the families of firefighters injured or killed while battling grass and forest fires throughout the region.
The 25-cents-per-case donation applies to cases of Coors Banquet sold in Alaska, Arizona, California, Idaho, Nevada, Oregon and Washington.
"At Coors, we know the natural beauty of the west is something special, something to be admired and respected," said Pete Coors, chairman of the board of MillerCoors and great-grandson of Coors Brewing Company founder Adolph Coors. "The Wildland Firefighter Foundation supports the modern heroes of the west, the men and women who risk their lives to 'protect our west.' I couldn't be more proud to have Coors Banquet doing its part to help these amazing people and their families."
Coors Banquet will drive awareness of the "Protect Our West" program through radio, print and out-of-home advertising; digital and social media; public relations; and retail point-of-sale materials. Additional details can be found at Coors Banquet displays at participating retailers.
Founded in 1994 after the Storm King tragedy in Colorado that took the lives of 14 wildland firefighters, the Wildland Firefighter Foundation provides emergency support to the families of firefighters who have been killed or seriously injured in the line of duty.
"The Wildland Firefighter Foundation and the entire wildland firefighting community would like to thank Coors Banquet for recognizing the sacrifices these men and women make every time they battle our nation's wildland fires," said Burk Minor of the Wildland Firefighter Foundation.
Using only Rocky Mountain water and high-country barley, Coors Banquet is brewed exclusively in Golden, Colo.
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