Just in time for National Beer Day, Coors Banquet has released limited-editions, collectible cans, and they’ve created a new apparel line to match.
“We are celebrating the legacy and the history of American beer,” says Katie Feldman, senior marketing manager, Global Coors Family of Brands. “We wanted to give our fans an opportunity to learn more about the beer they love, as well as a chance to connect with our Rocky Mountain roots and the legend of Coors being smuggled across state lines before it was available nationally.”
The beer brand has teamed up with Huckberry, to create an exclusive merchandise collaboration, which is inspired by the special packaging. Not only that, she says, but the brand also is offering a sweepstakes for fans to win the entire custom collection.
The giveaway, offered only to fans 21 years of age and over, calls for either entering on their website, OwnTheLegacy.com, or simply scanning a QR code on the beer packaging. “Fans can leave it to chance and enter to win the entire, custom collaboration, or they can select a piece to go with their coveted lager, or they can secure their own piece of the legacy by purchasing their favorite items when the line goes on sale in June,” Feldman says.
The giveaway runs from April 7 to June 30. The collection includes a vintage-inspired hat, t-shirt and western shirt, with designs that reflect Coors Banquet’s history, she says. “Coors Banquet is made with ingenuity, grit and hard work so we sought a partner that emulates our values,” she says. “Enter Huckberry, a premium American apparel brand that is a pioneer in their own right, whose commitment to quality mirrors our own.”
Coors Banquet decided to focus on the design details of the can to reflect three main stories behind the brand: its Golden, Colorado roots; its quality and its history of being stolen and smuggled across state lines. “Each can tells one story, and the stubby, our iconic bottle, ties them all together,” Feldman says. “Our history of being such a coveted lager that it was smuggled across state lines before becoming nationally available demonstrates the lengths that our fans went to to get Banquet in their hands. That’s a story worth telling.”
The entire Coors Banquet x Huckberry Legacy Line includes 12 limited-edition pieces, including: four vintage t-shirts, four western shirts, and five hats. Each piece is inspired by the special-edition packaging that just launched.
Coors Banquet is a historic line that’s become quite popular, ever since it became part of the plot line in Cobra Kai on Netflix. “Absolutely, Banquet continues to grow, and it exceeds our sales forecasts,” Feldman says.
The brand’s popularity, she says, has been enhanced by TikTok trends, celebrities wearing brand apparel and, of course, “unpaid product placement in popular television shows.” This popularity will likely extend to the new Coors Banquet x Huckberry Legacy Line, she says, and interest in the giveaway is strong. “Coors Banquet is undoubtedly a part of culture,” she says. “In a world of constant change, people need a brand that is rooted in authentic values.”