✓ With big national campaigns, Molson Coors brands are in full swing reminding 21+ drinkers what makes beer so special this summer
✓ The company is leaning into celebrating summer travel – whether that’s getting away for a long weekend or fans taking on the summer of soccer
✓ “Beer Fling” and “Lager Luggage” are the latest examples of the company championing beer, a key pillar of its strategy
As Molson Coors works to keep beer top of mind while consumers face more beverage options than ever, the company is continuing to invest in reminding drinkers what makes beer so special this summer. It’s moments like raising a glass of blue Blue Moon, getting in on limited-edition Banquet Beer Chords and hitting the pitch with Coors Light and Miller Lite. It’s been a busy summer already – and it only just started.
But in addition to big and splashy national campaigns, Molson Coors is also thinking about how its portfolio shows up as a whole to meet consumers in the occasions where it believes its beers are well suited. It’s the everyday moments, like getting away for a long weekend at the lake with friends or taking on an international adventure to cheer on your favorite team.
“Beer is the great unifier,” says Elizabeth Hitch, VP of Marketing for Above Premium beer. “You can bring beer to a party, and it’s often a welcome hit. That’s why we’re showing up where we believe consumers are, to remind them that beer is a great choice for the celebrations they care about most.”
This is the inspiration behind Molson Coors’ Just Bring the Beer campaign – which over the 2025 holiday season led to improved purchase interest and a more favorable view for beer based on internal measures – and it’s at the forefront of the portfolio-wide approach to bring beer back to the center of the conversation.
That’s not only strategic advertising plays, but also engaging team members as beer champions with events such as buying beers for patrons at Milwaukee bars, and providing employees bar spend to kick off summer soccer celebrations.
So as this summer heats up, Molson Coors and its brands are helping consumers celebrate all season long, whether they’re in their own backyard or visiting the opposing teams’ home turf.
Scoring for the Summer of Soccer
It’s not every year that there’s a global soccer tournament, and it’s certainly not every year that the tournament happens during beer’s biggest selling season – with fans from around the globe descending upon North America.
Those fans will be bringing their passionate fandom to the U.S., but they’ll also be leaving their favorite beers back home. So why not give them a reason to choose Molson Coors’ beers when they are visiting instead – and the new campaign “The Beer Fling” is designed to do just that.
The campaign humorously acknowledges fans’ conundrum of leaving their favorite beers at home, with social and out-of-home ads in the cities where their teams are playing. Because whether fans are coming from France or Argentina, Germany or Brazil, they’ll be saying oui, si, ja, and sim to beers like Miller Lite, Coors Light, Coors Banquet, Blue Moon and more.
And while the ads are tailored toward visiting fans seeking new beers, the campaign has its eye on locals too.
“When local beer drinkers see this campaign, we expect it to remind them about the joy of fans from around the world discovering our beers for the first time,” says Hitch. “Which is a reminder of how lucky we are to have really amazing beers brewed right here in the U.S. to enjoy throughout the tournament and all year long.”
It’s also why Molson Coors jumped right in to help Scotland fans keep the celebrations going in Miami – after reports of the fans wiping the city of Boston out of beer – by sending a tartan-clad barge with bagpipes, Scottish flags and Miller Lite to prepare the city and make match week memorable.
“Great beer has always been part of great sport moments,” Hitch said. “And we’re making those great moments even greater by raising a glass with passionate soccer fans.”
Just bringing the beer, all summer
This all comes as Molson Coors continues deploying its full beer portfolio via its “Just Bring the Beer” campaign aimed at getting beer front and center in people’s minds when planning time with friends and family.
For the holidays, it was leaning into the craziness of the season and reminding consumers that beer is a no brainer for easy planning. For summer, it’s about travel and seasonal destinations – many of which are often enjoyed with a beer in hand. That’s why earlier this summer, Molson Coors extended “Just Bring the Beer” so people don’t overthink what to pack for that weekend trip or beach house getaway. Instead, keep it simple: Just Bring the Beer.
The “lager luggage” collection featured a beer-holding suitcase, beach bag, shower caddy, and more – a perfect reminder for consumers to choose Molson Coors’s iconic brands as their beverage of choice in a crowded beverage environment.
“We know that we need to connect with consumers in a meaningful way and remind them about their love of beer. That’s what we’re doing with our portfolio-wide plans this summer,” says Hitch. “We’re putting beer front and center in a unique way, and making it clear that there are few things that pair better with summer than beer.”