They're some of the bravest, most underpaid essential workers in Colorado and America: Firefighters. After the recent Marshall and Cameron Peak fires, we all need to show more support. Coors has been stepping up.

Born and brewed in Colorado, today's (now) Molson Coors brewery, is a company we all can be proud of. If you haven't heard of their latest endeavor to support Colorado firefighters, pick up a Coors Banquet.

TSM/Dave Jensen

It's widely said, because it's true, "They are the runs that run toward the fire, while others run away." 'They' being brave firefighters. Between full-time and volunteer, there are about 15,000 firefighters in Colorado, each deserving of our respect and support.


I was enjoying a Coors Banquet beer recently and noticed the side of the bottle "Protect our Protectors," it said. I hadn't previously known, but Coors has been helping and supporting firefighters across Colorado and America, for years.

Since 2014, with their 'Protect Our West' campaign, Coors has supported firefighters by donating $2 million to the Wildland Firefighters Foundation whose mission is: help families of firefighters killed in the line of duty and to assist injured firefighters and their families. We honor and acknowledge past, present, and future members of the wildland firefighting community, and partner with private and interagency organizations to bring recognition to wildland firefighters.



Coors' "Protect Our West" campaign has now expanded across the country to become "Protect the Protectors," as wildfires continue to be more prevalent:

  • The length of the fire season has grown by 75 days in the Sierras.
  • The Southwestern U.S. is the driest that it has been in over 1,000 years.
  • In 2021, wildfires destroyed over 1.2 million drought-stricken acres in America.


When you purchase a Coors Banquet beer, whether the stubby bottle or a 16 oz. can, you are helping firefighters. It doesn't get much easier to help those who have one of the hardest jobs out there.

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