# Rugged Legacy Beer Campaigns Coors Banquet Reinvigorates Start Your Legacy Campaign By Grace Mahas | Published 2024-03-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/start-your-legacy-campaign References: [youtube](https://www.youtube.com/watch?v=FEz7wJeGCDA&embeds_referring_euri=https%3A%2F%2Fmail.google.com%2F&embeds_referring_origin=https%3A%2F%2Fmail.google.com&source_ve_path=MjM4NTE&feature=emb_title)  [Coors Banquet](https://www.trendhunter.com/trends/coors-banquet), a cornerstone of American brewing since 1873, reignites its successful Start Your [Legacy](https://www.trendhunter.com/trends/five-finger-death-punch) campaign for the second year. Building on brand momentum, the initiative features fresh ad creatives, limited-edition packaging, and new merchandise via a continued partnership with [Brixton](https://www.trendhunter.com/trends/coors-banquet-and-brixton-1) (available for purchase on National Beer Day, April 7th at shop.coors.com). The Legacy Collection, a new line of limited-edition cans, pays homage to Coors Banquet's rich history. Inspired by past designs but with a modern twist, each commemorative can reflects a distinct era - the 1880s, 1940s, and 1990s. The collection hits shelves in phases between now and June 30th. Coors Banquet, originally brewed for Colorado miners, boasts a storied past. The iconic stubby bottle, once smuggled across the country, is a favorite among celebrities and a symbol of unwavering brewing tradition. Still crafted in Golden, Colorado with Rocky Mountain water, Coors Banquet's commitment to quality has fueled impressive growth – double-digit increases across regions and a 22% volume surge in on-premise demand. This revived campaign strengthens Coors Banquet's position as a legacy brand while fostering connection with a new generation of beer drinkers. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 70% | Activity: 77% | Freshness: 22% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Legacy Collection Packaging:** Introduction of limited-edition cans paying homage to Coors Banquet's rich history, with designs inspired by distinct eras from the past. - **Brand Momentum Building:** Reignition of the successful Start Your Legacy campaign with fresh ad creatives, limited-edition packaging, and new merchandise to enhance brand appeal. - **Historically Inspired Merchandise:** Offering new merchandise through a partnership with Brixton, featuring products that resonate with consumers by drawing on Coors Banquet's historical legacy. ### Industries Being Reshaped - **Alcoholic Beverage Industry:** Opportunity for breweries to revitalize their brand heritage by developing limited-edition packaging that reflects the company's rich history and appeals to consumers' nostalgia. - **Marketing and Advertising:** Potential for marketing agencies to collaborate with brands in reinvigorating campaigns with fresh creatives and merchandise to engage audiences and strengthen brand loyalty. - **Retail and Merchandising:** Emerging prospects for retailers to partner with heritage brands to launch historically inspired merchandise, tapping into consumer sentiment for authenticity and tradition. ## Related on Trend Hunter - [Western-Inspired Beer Cans](https://www.trendhunter.com/trends/coors-banquet.md) - [Americana Autumn Apparel](https://www.trendhunter.com/trends/coors-banquet-and-brixton-1.md) - [Americana Beer Cans](https://www.trendhunter.com/trends/made-of-america.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Western Series Beer Giveaways](https://www.trendhunter.com/trends/yellowstone-season-5.md) - [Romantic Cowboy Beer Sets](https://www.trendhunter.com/trends/proposal-pack.md) - [Firefighter-Supporting Beer Initiatives](https://www.trendhunter.com/trends/protect-our-protectors.md) - [Celebrative Canadian Lager Initiatives](https://www.trendhunter.com/trends/presidential-pack.md) - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md)