Coors Banquet marks 10 years of support for firefighters with Protect Our Protectors

✓ Coors Banquet is bringing back its Protect Our Protectors program with new thematic packaging and a documentary-style video to highlight the bravery of the nation’s firefighters
✓ The brand teamed up with Western apparel brand Seager for Protect Our Protectors for a line of custom merchandise
✓ Coors Banquet continues to gain share in 2024

For the 10th year in a row, Coors Banquet is showing its support for the nation’s firefighters.

It’s once again partnering with the Wildland Firefighter Foundation, which provides relief to the families of injured or killed firefighters, with its Protect Our Protectors initiative. Since the partnership began, Coors Banquet has raised more than $2.5 million for the organization.

According to Alyssa Lynner, senior marketing manager for Coors Banquet, the issue is serious for the brand.

“Coors was born in wildfire country and every year, wildfires continue to get worse, longer, and more destructive,” says Lynner. “The money raised from Protect Our Protectors goes towards supplies, medical care, mental health support and everything in between to help those who run towards the fire.”

The program returns as wildfires rage in parts of the country, including Colorado and California, which is currently dealing with the fifth-largest wildfire in its history.

And it comes as Coors Banquet continues to roll in 2024. The brand continues to see an increase in volume share in total beer, according to Circana. The brand is also seeing notable momentum in the on-premise, dollar sales of which are up 21.5% year-to-date versus last year, according to Nielsen as of the week ending June 15.

How to ‘Protect Our Protectors’

To help bring attention to the program, Coors Banquet has new Protect Our Protectors packaging for its stubby bottles. The brand also has thematic retail tools for both the on- and off-premise. The packaging and tools feature a QR code on the label so that 21+ consumers can easily donate to the program. (They can also do so by clicking here.)

Coors Banquet also produced a video that highlights the heroism required by our nation’s firefighters.

“We’re highlighting the heroes, the men and women, who run towards the fire to protect our nation,” says Lynner.

Coors Banquet is collaborating again with Western apparel brand Seager. Available now, the Protect Our Protectors collection includes multiple hats, shirts and pants. Five percent of the sales of the items will go to the Wildland Firefighter Foundation.

For Lynner, supporting firefighters fits right in with Coors Banquet's core ethos.

"It's more important than ever that we help the people who protect our nation, many of whom are actually volunteers,” she says. “We know that fans of our brand really appreciate brands that put their money where their mouth is and stand for what they believe in.”

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