✓ Coors Banquet is building on its stellar growth with the latest iteration of its “Start Your Legacy” campaign.
✓ The brand is supporting the campaign with increased media investment and national sports advertising for the first time in five years.
✓ Banquet will also build momentum heading into summer with updated heritage packaging, music festival merch, more Wrangler and an integration in the upcoming new Yellowstone series “Dutton Ranch.”
Coors Banquet’s recent growth is undeniable.
Five consecutive years of volume sales growth. Share gains that have nearly doubled market share since 2020. One of the top five fastest-growing major beer brands in total beer in 2025. One of the fastest-growing beer brands with 21+ Gen Z consumers. Distribution growth in every region in 2025.
Even with all that momentum, Banquet is ready for its next frontier.
Next week, the brand is set to debut the latest iteration of its “Start Your Legacy” campaign, headlined by a new spot featuring an enticing and oft-overlooked attribute: Banquet is brewed with 100% Rocky Mountain Water.
The spot shows a cowboy cracking open a Banquet after a hard day’s work, settling on his porch and looking over his land. Like the cowboy’s work, brewing Banquet only with water from the Rockies “ain’t easy,” but that’s what has made a brand with over 150 years of legacy continue to resonate.
Watch the latest “Start Your Legacy” spot here:
To power Banquet to its next frontier, the brand is taking the spot to a frontier it hasn’t seen in five years: live sports. With a double-digit media increase over last year, the brand will appear in marquee TV moments including MLB and college football in 2026.
“We say ‘legacy’ a lot when we talk about Banquet, but after 150 years of being brewed in the same place with the same Rocky Mountain Water, it’s hard not to talk about legacy,” says Chief Marketing Officer Sofia Colucci. “When our latest spot appears during live sports, more 21+ drinkers will see firsthand what our legacy is all about and be inspired to start their own. It’s how we continue growing Banquet in a way that stays true to the brand.”
The campaign will be surrounded by 360-degree support, including updated heritage packaging and new retail tools that bring Rocky Mountain Water to consumers at stores and bars across the country.
As Banquet presses ahead in 2026, it’ll lean into what resonates. While that starts with Rocky Mountain Water, it continues across Banquet drinkers’ passion points.
After a robust partnership with the hit Paramount Network show Yellowstone, Banquet will see heavy integration and retail features for the upcoming new Yellowstone series, Dutton Ranch, premiering on Paramount+. Banquet will also roll out a new line of country music festival merch in the latest iteration of its Wrangler collab, with more exciting details to come.
“We’re always looking to reach new drinkers and new occasions across our expanding portfolio, but sometimes that means finding new drinkers by introducing them to a timeless icon,” says Colucci. “Banquet is consistent, for both our loyal fans and those just discovering it. It’s a legacy we’re proud to build on, and with our 100% Rocky Mountain Water, it’s a legacy you can taste.”