In 2014, beer drinkers throughout the west helped raise $250,000 for the Wildland Firefighter Foundation by simply doing what millions have done since 1873: Enjoying the Banquet Beer.
This summer, Coors Banquet is inviting them to do it again.
From May 22 through September 7, the Wildland Firefighter Foundation will receive 25 cents for every case of Coors Banquet sold inAlaska, Arizona, California, Idaho, Nevada, Oregon and Washington, 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 Banquet Beer originally was brewed to celebrate a hard day's work, to honor the values that made the American West a special place," said Pete Coors, chairman of the board of MillerCoors and great-grandson of Coors Brewing Company founder Adolph Coors. "All of us at Coors are proud to team with Banquet drinkers across the west to honor the heroism of the men and women who risk their lives to protect this great land of ours and lend our support through the Wildland Firefighter Foundation."
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.
In addition to the financial support the foundation provides to firefighters and their families, it also is in the process of partnering with "Give An Hour," a non-profit funded by Wounded Warriors that helps those affected by trauma and PTSD.
"There are no words to express our gratitude to Coors Banquet," said Vicki Minor, executive director of the Wildland Firefighter Foundation. "Of course, the financial support is critical because it enables us to take better care of injured firefighters and the families of those who have fallen. But the recognition means so much, too. When our firefighters see a Coors Banquet billboard, ad or display at the grocery store, it makes them proud to know they're being recognized for what they do for all of us."
The Coors Banquet "Protect Our West" program this summer will be supported with television, radio, print and out-of-home advertising, as well as digital, social media, public relations, local events and retail point-of-sale materials. The retail items include a "Restore Our Forest" plantable coaster embedded with evergreen seeds.
Additional details can be found at Coors Banquet "Protect Our West" displays at participating retailers.
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