Coors Banquet Supports Firefighters With Merch To ‘Protect Our Protectors’

As the heatwave rages on, firefighters across the world have had to battle the harshest of flames.

It’s not surprising many fire departments, such as those in California, Oregon, and Washington, have been experiencing low staffing levels as the ill effects of climate change take its toll.

To showcase its commitment to protecting the heroes in yellow, Coors Banquet is releasing a new capsule collection as part of its ‘Protect Our Protectors’ program, which will be available in the form of a clothing collaboration with Brixton on the brand’s online shop later this month. 

In addition, a series of benefit events will take place around the country, as part of efforts to raise funds to support firefighters and their families during peak wildfire season.

“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,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands.

The beverage brand noted that over the last eight years, it has donated over US$2 million to the Wildland Firefighter Foundation in recognition of the sacrifices the firefighters make, and the danger they face each day. 

To show their support, customers will be able to purchase limited-edition stubby bottles at grocery stores, with all proceeds going towards the foundation and other local firefighter organizations in the United States. 

Take a look at the brand’s special advertisement dedicated to firefighters. 

[via Marketing Dive and Coors Banquet / PR Newswire, cover image via Coors Banquet / PR Newswire]