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Coors Banquet Gets a Limited-Edition Redesign To Celebrate the Brewery's 149th Birthday

by Bill McCool on 04/05/2022 | 2 Minute Read

Since the 1870s, Coors has always been Coors—it was the miners of Golden, Colorado that gave the beloved brew its nickname of “Banquet Beer,” as it was the beverage most commonly served in banquet halls. The name became more official in 1937 when the brewery wanted to pay homage to those same miners while also making a sentimental plea to customers ravaged by the Great Depression. That marketing scheme might have even made Coors the first American beer brand to dip their toes in the warm waters of nostalgia. 

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Well, Coors is once again returning to that wistful well for National Beer Day this April 7th. In celebration of Coors’ 149th birthday—but not 150th—the brand will release the limited-edition Coors Banquet Legacy Collection.

The collection will include three can designs that celebrate the retro-fantastic banquet beer aesthetic, pulling mightily from the rich history of the brand. The packaging design features the expected trapezoid “banquet” banner while piling on the gold. Additionally, the Banquet stubby bottle will feature a limited-edition design showcasing their storied brewing tradition. 

Editorial photograph
Editorial photograph
Editorial photograph

The beer brand also unveiled an exclusive merch collaboration with the apparel brand Huckberry. QR codes on the packaging will take consumers to a landing page where they can purchase vintage shirts and hats or even win the whole collection.

“Coors Banquet is not only an iconic American beer brand but one that is committed to the guiding principles that established our legacy,” said Marcelo Pascoa, Coors vice president of marketing, in a press release. “With the release of this collection, we want to give everyone the opportunity to own a part of the Coors Banquet legacy by raising a can or wearing the merch in celebration of the one and only Banquet beer.

The Own the Legacy beer collection will be available starting this Thursday, with the promotion running until June of 2022. Go here to learn more.

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