As wildfires rage, Coors Banquet renews firefighter support program

Coors Banquet is renewing its long-running support of firefighters with its Protect Our Protectors program, which has donated more than $2 million to support those who run towards the fire over the last nine years.

The toll from the increased numbers of wildfires has caused a considerable staffing shortage among wildland firefighters. Coors Banquet is committing $250,000 to the Wildland Firefighters Foundation, which supports the families of firefighters who have died or been injured in the line of work.

“Wildfires are unfortunately becoming more common, and we’re seeing their destructive impact this summer from Canada all the way to Hawaii,” says Courtney Oliver, associate marketing manager for Coors Banquet. “Coors Banquet has supported the brave men and women who put themselves at risk for years, and we’re proud to continue to honor firefighters.”

Every purchase of Coors Banquet through Sept. 30 helps support the Wildland Firefighters Foundation. The brand is also supporting other U.S. charities benefiting firefighters through the nationwide Protect Our Protectors program, and is pledging to donate funds to areas hit hard by wildfires. Coors Banquet is donating $25,000 to the Maui Strong Fund to support the Hawaiian island of Maui, which is reeling from a devastating wildfire made worse by hurricane-force winds.

Legal-age drinkers can visit to make donations, buy merch and learn more about the program.

The brand is also enlisting the help of country music star and noted Banquet fan Chase Rice. Rice will visit firehouses on stops during his tour to show Banquet’s appreciation for firefighter’s service.

Last year, as part of Protect Our Protectors, Rice trained with wildland firefighters to learn how they fight the destructive blazes.

“Coors Banquet is committed to doing what’s right, even when it’s hard. No one exemplifies that more than firefighters,” Oliver says. “Whether they’re fighting fires in the forest or the city, we’re proud to continue our support of our country’s bravest.”