Coors Brewing Co. is celebrating a historic milestone — 150 years of beer brewing in Golden, Colo. To honor the momentous occasion, the brand's most storied beer, Coors Banquet, is celebrating in a big way with a new global campaign, Start Your Legacy. The campaign is a year-long celebration including a new commercial featuring the iconic voice of Cole Hauser, commemorative 150th limited-edition packaging available nationwide, and culminates in a huge anniversary party in Golden, Colo. this September.
Coors continues to build on its lasting legacy by looking to the future, with comprehensive improvements to the Coors brewery underway — an investment into both the Coors operations and the Clear Creek Valley in Golden.
"You can't be afraid to modernize your legacy," said Peter Coors, fifth generation Coors family member and director of the Coors brewery modernization project. "Through this upgrade, we'll become one of the most efficient breweries in the world, and at the same time, stay committed to Colorado and our heritage."
In celebration of Coors Banquet's long-standing brewing legacy and to help other businesses create their own, Banquet is daring business owners to "Kick Start Your Legacy" through the first-ever Coors Banquet Legacy Fund, just in time for National Small Business Day on May 10th. Through this fund, Coors Banquet will give away a total of $150,000 to entrepreneurial small businesses pursuing their own lasting legacies.
"We found only roughly 50%** of crowdfunded projects actually reach their funding goal, and that's a lot of legacies that never had the chance to get started," said Marcelo Pascoa, vp-marketing for the Coors Family of Brands. "The Coors Banquet Legacy Fund will help entrepreneurs of the next generation get one step closer toward their goals by providing funds to help make their business dreams a reality."
Coors Banquet will accept U.S.-based submissions that meet the criteria and uphold the brand's values, like the willingness to persevere through hardships and a commitment to making a positive impact in the community. Not only will the brand help businesses secure resources with the Coors Banquet Legacy Fund, where 15 entrepreneurs will receive $10,000, but they'll also help business owners celebrate with beer for them and their backers.