✓ Coors Banquet released the latest iteration of its successful “Start Your Legacy” campaign
✓ It arrives with a new film, “Legacy Grows,” which aims to inspire 21+ fans to build their own legacy
✓ The brand continues its remarkable run, having grown industry share for 15 consecutive quarters
In Molson Coors’ recent earnings call, CEO Gavin Hattersley addressed the phenomenal growth of Coors Banquet.
“Coors Banquet’s momentum continued to accelerate with brand volume up double digits and growing industry share for the 15th consecutive quarter,” he said. “And this is no small brand. Banquet is our third largest revenue brand in the U.S.”
The data is impressive.
According to Circana, the brand is the No. 1 growth brand of the top 15 beer brands in Q1 of 2025 on a volume percentage basis. For the six weeks ending April 20, dollar sales are up 15.4% and volume sales are up 12.3%. And it’s now a top 15 brand in c-stores, growing dollar sales by 20% in Q1.
Yet, Hattersley is confident that there’s still more room for the brand to grow.
“And still Banquet has only half of the outlets buying compared to Coors Light, and its awareness is significantly below those of other big beer brands,” he said. “So, we are investing to unlock the big opportunity that lies ahead, and we see no reason Banquet can’t ultimately become a top 10 U.S. brand."
But the brand isn’t resting. Two years ago, Coors Banquet launched the successful “Start Your Legacy” platform to celebrate the brand’s 150-year history. While the campaign explored the brand’s roots, it also appealed to new legal drinking-age Gen-Z consumers. Now the brand wants to inspire its 21+ fans to make their own mark with the latest iteration of the campaign.
According to Senior Marketing Manager Alyssa Lynner, the new campaign is rooted in the 150+ years it has spent in Golden, Colorado, while encouraging people to take those difficult first steps towards building their own legacies.
“We want to use our own legacy to inspire others,” she says. “We’re saying, ‘You just need to take that first step.’ We think that this can resonate with a lot of people.”
To get the message out, the brand created a new film called “Legacy Grows.” The ad follows a songwriter composing a song by himself at home. The next scene shows him tentatively testing the song out in a small local bar, before cutting again to him playing in front of a large festival crowd. Though he may have dreamt of taking the stage, he took the hard first step toward his goal.
“The ad shows the grit and perseverance it takes to start a legacy,” says Lynner.
Watch the 30-second film here:
Heritage packaging and legacy merch
With its commitment to its legacy, there are a few things Coors Banquet won’t change, like using 100% Rocky Mountain water and brewing only in Golden, Colorado. To help showcase that history, the brand is releasing three new limited-time cans inspired by the brand’s rich legacy.
The three “Legacy Collection” cans feature designs inspired by the brand's Golden, Colorado roots, its historic brewery signifying its founding in 1873, and the Rocky Mountain water so integral to its recipe.
The limited-time packaging is available for all 12-ounce can packs and 24-ounce single cans. They are currently available at retailers that carry Coors Banquet cans through the beginning of July. 21+ consumers can find them by using the brand’s product locator.
Coors Banquet’s new merchandise also highlights the brand’s Colorado home and 100% Rocky Mountain water, with multiple t-shirts, a sweater, a tote bag, water bottle and a three pack of Coors Legacy Collection glasses. All are available for purchase here.
Lynner adds that Coors Banquet has even more in store for the rest of 2025 to keep the brand’s momentum strong.
“Expect more from our amazing partnerships throughout 2025, including with Wrangler,” she says. “We’ll continue to fuel Coors Banquet’s momentum by doing what we’ve always done – staying true to our roots.”