As the Official Beer of Paramount’s Yellowstone, Coors Banquet is Winning the West, All Over Again
Not too long ago, Molson Coors’s newly appointed President of U.S. Sales Brian Feiro, addressed a gathering of industry insiders at a seminar in New York City and said, “Beer is back.” And as an illustration of his belief, Feiro went on to reveal to the crowd that Coors Banquet is America’s fastest-growing domestic premium.
It’s always difficult to pinpoint why some brands are more successful than others, but Coors Banquet is a brand with real history. Brewed in Golden, Colorado since 1873, it was nicknamed “Banquet Beer” by the miners of Clear Creek Canyon, who drank it in banquet halls (or in huge banquet tents when there were no halls). After 150 years of continuous production, calling this beer an authentic American classic would almost be an understatement.
And that’s why Coors Banquet is the exclusive beer of Paramount’s hit series Yellowstone.
The relationship between Coors Banquet and Yellowstone began in 2018 when the iconic Coors Banquet cans and stubby bottles made cameos throughout the show. Product placements only succeed when they look like they are an authentic part of the story, and Coors Banquet goes along with the western drama of Yellowstone like a cowboy and spurs.
When Yellowstone’s pre-eminent ranch hand Rip and his wife Beth Dutton take long swigs from Coors Banquet’s iconic stubby bottle, the scene couldn’t be more, well… authentic. After the success of previous cameos, the two brands decided to form an official partnership for season five in 2022 to make Coors Banquet the show’s official beer and retail partner for the season.
To kick off the relationship, the brand worked with the show to give fans the ultimate Yellowstone experience by creating the “Live Like A Dutton” sweepstakes. The winner of the grand prize will take three friends to a ranch in Montana where they will participate in Yellowstone-inspired activities like horseback riding, roping and family-style dinners. To complete the experience, the winner will receive all the gear needed to enjoy drinking Coors Banquet in true Dutton style, courtesy of western outfitter, Seager. Fans can go to BanquetYellowstoneGiveaway.com to learn more.
Season five of Yellowstone will eventually come to an end, but there’s plenty more in store for Coors Banquet. 2023 marks the beer’s 150th anniversary, with events and programming planned for later this year.
“It’s important for Coors Banquet to collaborate with partners that already have an authentic relationship with the brand and share similar values. As with any brand that has lasted the test of time – Coors Banquet’s 150th anniversary is right around the corner – Banquet is always looking to reach more drinkers, particularly those who take interest in the things that the brand’s loyalists value. So, partnering with Yellowstone has allowed Coors Banquet to naturally expand the brand’s reach and grow.”
About Kramer Beverage
Kramer Beverage is South Jersey’s largest award-winning beer wholesaler, owned and operated by four generations of the Kramer family since 1924. Based out of Hammonton, Atlantic County, and services eight counties in southern New Jersey with top brands from MolsonCoors, Constellation, Yuengling, Boston Beer, Heineken USA, Pabst, Diageo, FIFCO, and more. Kramer Beverage also distributes a wide variety of craft beers, from suppliers such as New Belgium and Sierra Nevada, to local favorites including Flying Fish, Double Nickel, Evil Genius, Glasstown, MudHen and 2SP. For more information on Kramer Beverage, please visit www.kramerbev.com.