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Marketing and Comms
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters

Proceeds from limited-edition Coors Banquet stubby bottles and a collaborative capsule collection with clothing brand Brixton benefit the Wildland Firefighter Foundation.

Coors Banquet is spreading awareness and support for US firefighters with its new Protect Our Protectors program.

Climate change has driven a rise in temperatures, leading to an overwhelming increase in devastating and destructive wildfires across the United States. The toll of this has caused a considerable staffing shortage among Wildland Firefighters, hotshot crews and elite teams. In some fire-prone regions — including California, Oregon and Washington — the US Forest Service has reported staffing levels as low as 50 percent.

As the country enters peak wildfire season, Protect Our Protectors includes a series of efforts to raise money to support firefighters and their families across the country that includes the launch of limited-edition Coors Banquet Protect Our Protectors packaging, a collaboration capsule collection with clothing brand Brixton, a series of benefit events hosted around the nation, and a partnership with country music star Chase Rice.

“Wildfires are an increasing problem, and they don’t just affect the West. We’re expanding our efforts nationwide to protect our protectors – the brave few who run toward the fire, not away from it,” says Marcelo Pascoa, VP of Marketing for the Coors Family of Brands. “Over the past eight years, we have donated more than $2 million to the Wildland Firefighter Foundation (WFF). It’s important we recognize the sacrifices they make.”

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In a continued effort to raise awareness and funds for wildfire crews, proceeds from Coors Banquet’s Protect Our Protectors limited-edition stubby bottles go to the WFF and other local firefighter organizations across the country. The brand is also partnering with California-based apparel brand Brixton to create a Protect Our Protectors capsule collection available this month on — proceeds from the collection also benefit the WFF. The latest Coors Banquet ad is also dedicated to the cause and features real wildland firefighters.

“The Wildland Firefighter Foundation couldn’t be more proud of the relationship and support we get from Coors Banquet. It’s amazing for Wildland firefighters to see the recognition and awareness that this program creates and the true difference it makes,” said Burk Minor, Executive Director of the Wildland Firefighter Foundation. “The wildland firefighter is one of the most underrated public servants — but the funding coming in from this partnership is helping us serve these brave heroes in ways we never thought possible.”

To further support the initiative and spread awareness, Coors Banquet is partnering with country music singer, wilderness lover and firefighter advocate Chase Rice — to spread awareness of the hardships firefighters face to protect us and our land. Rice is putting himself to the test by taking part in a day of wildland firefighter training to bring attention to the intensity, rigor and sacrifice firefighters experience every day on the job, and the incredible grit and tenacity it takes to be one of the brave few who run toward the fire.

From now until October 16, consumers can get involved and help protect America’s firefighters by visiting to make a direct donation, look up where to purchase the limited-time packs and buy Protect Our Protectors official merchandise.