To mark National Beer Day, which commemorates the official end of Prohibition, Coors Banquet has brought a new line of traditional cans to the U.S. market, called the ‘Legacy Collection,’ as well as another line of products from outdoor lifestyle brand Huckberry.
The brewery is honoring the brand’s 149-year history with its Legacy Collection cans, which will be on the market through June. Each of the three limited edition cans harkens back to a different era in Coors Banquet’s past. “The story of American beer is the story of Coors Banquet. It has stood the test of time, which is why it is the brand that can be highlighted the most on National Beer Day,” says Steph Clanfield, marketing manager for Coors Banquet.
With Legacy Collection, Coors Banquet aims to use its packaging to tell a story about its rich history as it seeks to connect with younger drinkers looking for authentic brands with something to say, Clanfield says. In addition, each Legacy Collection package, as well as in-store displays, have a QR code that directs consumers to a website where they can explore the legacy of Coors Banquet, including a timeline of the beer’s history.
The launch of the new cans comes at a time when Coors Banquet has been noted for its notable appearances in TV hits such as ‘Cobra Kai’ and ‘Yellowstone’, as well as its sales, with sales up 6% in the last four months.
so am I supposed to keep one unopened???