Coors Gives Back For Wildfire Relief

With the American West having its worst wildfire season in at least 70 years, Coors Banquet increased its annual support to the Wildland Firefighter Foundation with a $300,000 donation and the release of a branded T-shirt to help support the cause.

The donation, which builds on a seven-year relationship with the foundation, will go toward providing assistance to firefighters and their families during a wildfire season that has burned some 7.5 million acres, killed at least 35 people, destroyed hundreds of structures and caused extreme air pollution.

Coors Banquet also has created limited-edition Protect Our West T-shirts, which are available here for $21.99. All proceeds will be included in the brand’s donation.

Since 2013, Coors Banquet has donated $1.5 million to the nonprofit, which provides financial and educational support to injured or fallen wildland firefighters and their families. In the last 20 years, 13 states have recorded the worst wildfires in their history, and the threat of widespread wildfires is on the rise.

“Unfortunately, we’ve seen wildfires become more devastating almost every year, and Coors Banquet will continue to look for ways to amplify our partnership with the Wildland Firefighters Foundation,” says Heidi Gilbertson, marketing manager for the brand. “That’s why this year, we’re increasing our donation and giving consumers a way to show their support, too, with a T-shirt where proceeds go toward this cause.”