Coors Banquet Embraces Western Roots to Encourage Fans to 'Start Your Legacy'

Coors Banquet is encouraging fans to reminisce on the brand’s western roots and a legacy rooted in hard work with the release of an all-new updated brand film.

The film, which was created in partnership with DDB Chicago shows that any legacy is possible, you just have to start. Titled 'Legacy Grows,' the brand film follows a musician’s journey from humble beginnings in small town bars to hitting it big and playing in front of packed crowds.

The updated brand film will be live across broadcast, digital streaming platforms, and on social media. 

Honouring the brand’s legacy doesn’t stop there as Coors Banquet is also releasing three new 'The Legacy Collection' limited-edition cans, which pay homage to the iconography of the Coors Brewery and surrounding landscape of Golden, Colorado, along with limited-edition merch inspired by the designs featured on the cans.

“Being around for 150 years makes Banquet a bit of an expert on legacy. This latest iteration of the campaign recognises and celebrates that spirit in our drinkers,” said Colin Selikow, chief creative officer at DDB Chicago. “Showing, through the journey of our musician, that any legacy is possible with hard work. All you have to do is start.”

“Building a legacy takes time - just look at Coors Banquet, a beer that was first brewed in 1873, and continues to connect with generations of drinkers today by embracing its roots,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “That theme of perseverance comes through in our new film, where we show that the hardest part of starting any legacy is taking the leap of faith.”