The summer sun beats down, and with it comes the gnawing anxiety of wildfire season, a threat that steals peace of mind from countless communities and pushes our wildland firefighters to their absolute limits. They risk everything to save our land, our homes, our very way of life. This profound sacrifice is why Coors Banquet has felt compelled to act, championing the Protect Our West (POW) campaign. They stand by these courageous men and women, offering crucial financial support to the Wildland Firefighter Foundation (WFF), so that even in the face of immense danger, these heroes and their families know they are not alone. Your choice can make a real difference in their fight.

“Proudly supporting the brave few who run toward the fire.”

– Coors Banquet

Supporting Our Wildfire Heroes

For anyone living in wildfire country, the fear is palpable. We’ve watched in horror as 13 states recorded their worst wildfires in history over the past two decades, leaving behind indelible scars on both the land and the spirit of communities. The very air feels different as fire season stretches 75 days longer across the Sierras, and the Southwest endures a drought unlike any in 1,200 years. We remember the staggering loss of 1.2 million acres in 2021 – an area the size of Delaware – and the immense courage it took to face it. Coors Banquet, born and raised in these same lands, shares this deep concern and has committed itself to being part of the solution. Since 2014, they’ve passionately supported the brave men and women on the front lines, donating over $2 million to the Wildland Firefighter Foundation to ensure these heroes get the support they deserve as they protect our homes and futures.

The WFF Provides Comfort & Aid

When the unimaginable happens – a wildland firefighter injured battling a raging inferno, or worse, making the ultimate sacrifice – the world stops for their family. That’s why the Wildland Firefighter Foundation (WFF), based in Boise, Idaho, stands as an immediate lifeline. They provide urgent, compassionate aid to injured firefighters across the Western region, but their heart truly lies in supporting the families who bear the deepest burdens. Imagine the overwhelming relief when the WFF steps in, covering travel costs so loved ones can rush to a hospital bedside, or replacing lost wages when a hero is too injured to work. They ensure that even in the darkest moments, no firefighter or their family faces the terrifying aftermath alone.

Honoring Their Unforgettable Legacy

The dedication of a wildland firefighter shapes lives, and their sacrifice leaves an indelible mark on those they leave behind. The Wildland Firefighter Foundation (WFF) is devoted to honoring this profound legacy, ensuring their courage echoes through time. Beyond immediate assistance, they cultivate a sacred space for remembrance through heartfelt memorials and gatherings like the Family Fire Weekend, held every May. This special event brings together those who’ve lost a loved one, allowing them to connect, share their stories, and draw strength from a compassionate community united by shared loss and an unwavering commitment to keeping their heroes’ spirits alive.

Generations of Quality, From Golden’s Heart

There’s something uniquely powerful about a brand born directly from the land it celebrates. Coors Banquet emerges from the legendary Coors Brewing Company in Golden, Colorado, an iconic facility so vast it holds the title of the world’s largest single brewery. While it stands proudly as a regional division of Molson Coors, its essence remains untamed, rooted in the pure, crisp mountain water and a timeless dedication to authentic brewing. Every bottle or can carries the spirit of its vast, impressive home, a testament to quality that has resonated through generations.

Cheers to Heroes: Celebrate & Support

As summer gatherings beckon, bringing friends and family together, consider how your choices can make a genuine difference. The next time you’re heading out or hosting, reach for Coors Banquet. You’ll not only share the taste of a truly refreshing beer, but you’ll also carry the quiet satisfaction of knowing you’re contributing to a cause that truly matters. Your choice helps fund the vital work of the Wildland Firefighter Foundation, providing critical support to the brave firefighters who risk everything, ensuring that your moments of joy also help protect our cherished lands and the heroes who defend them.