Denver-based Molson Coors Brewing Company recently took over the remaining portion – 58 percent – of the MillerCoors company that it didn’t already own, according to a Denver Post article. This doubled the company’s size and makes it the third-largest beer company in the world. The approximately $12 billion acquisition will double Molson Coors’ total number of employees to 18,000 from 9,000.
Coors lifts a glass to rodeo, firefighters
The Coors company is a long-time supporter of all things rodeo. According to an article in CowboyLifestyleNetwork.com, the sponsorship between Coors Banquet and the Professional Rodeo Cowboys Association (PRCA) dates back to 1980, making it one of the longest-running associations in professional rodeo. The Coors Brewing Company sponsors a number of events on the rodeo circuit.
Coors also has numerous charitable and community interests, including donating to a fund to offer support for firefighters in the West. Coors teamed with the Wildland Firefighter Foundation, an organization based in Boise, Idaho for the Protect Our West campaign. The Foundation honors firefighters in multiple ways, including a fund that provides financial assistance to families of fallen and injured wildland firefighters. Coors donates money to the Foundation for every case of Coors Banquet sold in Alaska, Arizona, California, Idaho, Nevada, Oregon and Washington, up to $250,000.
The Coors Brewing Company is a regional division of the Molson Coors Brewing Company. The U.S. operations are part of a joint venture with SABMiller called MillerCoors. Coors now operates a brewery in Golden, Colorado that is the world’s largest single brewery facility, according to the Oxford Companion to Beer.
Golden Brewery was originally launched in Colorado in 1873 by German immigrants Adolph Coors and Jacob Schueler. Coors contributed $2,000 to the original investment while his business partner Schueler put in $18,000. In 1880, Coors bought out his partner and became sole owner of the brewery. It appears that Adolph Coors made a smart investment!
Throughout the past 25 years Hollywood’s Productions, Inc. has provided MillerCoors with successful mobile marketing activation campaigns at various events, such as, PRCA Pro Rodeo’s, NASCAR and ACM Academy of Country Music Awards, to name a few. As well as experiential mobile marketing for Country Music artists like Luke Bryan and Jason Aldean.
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