Why?
Desire for Authenticity and Heritage: Gen Z values brands with genuine stories and a sense of history. Coors Banquet, with its 150-year legacy, consistent brewing process using Rocky Mountain water, and production solely in Golden, Colorado, projects an image of authenticity that resonates with this generation. They are drawn to brands that feel real and have a story to tell, moving away from purely trend-driven products.
Connection to "Cowboy Culture": The resurgence of "cowboy culture" in mainstream fashion, music, and entertainment has created a cultural moment that Coors Banquet, with its strong Western heritage, naturally aligns with. Gen Z is engaging with this trend, and Coors Banquet's "Old West" vibe fits into this aesthetic, making it feel relevant and cool.
Pop Culture Visibility: Strategic appearances in popular shows like Yellowstone and Cobra Kai, which are widely watched and discussed, have significantly boosted Coors Banquet's brand awareness and desirability among Gen Z. This kind of organic product placement provides a powerful form of endorsement and introduces the beer to a new generation in a culturally relevant context.
Shift Towards "Authenticity Over Hype": Gen Z is increasingly prioritizing authenticity and genuine brand stories over fleeting trends and hyped-up products. Coors Banquet, as a heritage brand with a consistent identity, offers a sense of grounded authenticity that contrasts with more overtly trendy or "slacker" beer brands. This desire for genuine connection and meaningful brands makes Coors Banquet appealing as a choice that feels both unique and rooted in something real.
In essence, Gen Z's embrace of Coors Banquet is driven by their appreciation for authenticity, cultural relevance, and a sense of heritage. They are finding appeal in a brand that feels genuine and has a story, aligning with their evolving values and current cultural interests.
Sources and related content
Why it is the topic trending:
Gen Z's Unexpected Beer Choice: Coors Banquet, a beer with a long history and "Old West" image, is experiencing a surge in popularity among Gen Z, a demographic often associated with different beverage trends.
Fastest-Growing Beer with Gen Z: Coors Banquet is identified as the fastest-growing beer brand among legal drinking-age Gen Z, with a significant 32% sales increase in this demographic.
Revival of "Cowboy Culture": The resurgence of "cowboy culture" in mainstream fashion and entertainment is contributing to Coors Banquet's appeal, aligning with the beer's Western heritage.
Pop Culture Exposure: Appearances in popular shows like Yellowstone and Cobra Kai have given Coors Banquet significant pop-cultural visibility, boosting brand awareness and desirability.
Authenticity and Legacy: Coors Banquet's long-standing commitment to its heritage, brewing process, and Rocky Mountain origins resonates with consumers, including Gen Z, who value authenticity.
Overview:
The article discusses the unexpected rise in popularity of Coors Banquet beer among Gen Z consumers. While Coors Light remains Molson Coors' flagship brand, Coors Banquet, with its 150-year history and Western heritage, is experiencing a remarkable resurgence, particularly with younger drinkers. This growth is attributed to a combination of factors, including Gen Z's appreciation for authenticity, the revival of "cowboy culture," strategic product placement in popular media, and the beer's consistent commitment to its legacy and brewing process.
Detailed Findings:
Gen Z Growth Leader: Coors Banquet is the fastest-growing beer among legal drinking-age Gen Z, with a 32% increase in sales year-over-year (Circana Receipt Panel data).
150th Anniversary Celebration: Coors Banquet's 150th-anniversary celebration in 2023 contributed to its momentum, making it a top volume gainer in the beer category.
Authenticity and Legacy Appeal: Coors Banquet's consistent brewing process using 100% Rocky Mountain water and its exclusive production in Golden, Colorado, are seen as attractive to consumers, especially Gen Z, who value authenticity.
Pop Culture Placement: Appearances in popular shows like Yellowstone and Cobra Kai have provided significant pop-cultural exposure, boosting brand visibility and appeal.
"Cowboy Culture" Alignment: Coors Banquet's strong Western heritage aligns with the resurgence of "cowboy culture," which has become a prominent trend in fashion and entertainment.
Merchandise Sales Surge: Sales from Coors Banquet's merchandise site are up over 150% year-over-year, indicating strong brand engagement and consumer enthusiasm.
Key Takeaway:
Coors Banquet's unexpected popularity with Gen Z demonstrates the power of authenticity, cultural alignment, and strategic media placement in revitalizing heritage brands. Gen Z's embrace of Coors Banquet highlights their appreciation for brands with genuine stories and cultural connections, even within traditionally "legacy" categories like beer.
Main Trend:
Trend Name: Heritage Brand Revival
Description of the Trend (Heritage Brand Revival):
"Heritage Brand Revival" describes the trend of established, legacy brands experiencing renewed popularity and relevance, particularly among younger consumer demographics like Gen Z. This revival is driven by these brands successfully tapping into consumer desires for authenticity, nostalgia (or "neostalgia"), and genuine brand stories, often amplified by strategic cultural and media alignment. It's about old brands becoming cool again by emphasizing their timeless qualities and connecting with contemporary cultural trends.
Consumer Motivation:
Desire for Authenticity: Gen Z values authenticity and brands with genuine stories and heritage, moving away from purely trend-driven or mass-produced products. Coors Banquet's long history and consistent brewing process resonate with this desire.
Nostalgia and "Neostalgia": While not traditional nostalgia for Gen Z, the "Old West" and classic beer image evokes a sense of "neostalgia" – a romanticized and idealized version of the past that is appealing.
Cultural Connection: Gen Z seeks brands that are culturally relevant and align with their interests. Coors Banquet's association with "cowboy culture" and popular Western-themed entertainment provides this cultural connection.
Discovery and Uniqueness: In a saturated market, choosing a heritage brand like Coors Banquet can feel like a unique and slightly unexpected choice, appealing to Gen Z's desire to stand out and discover "hidden gems."
What is driving the trend:
Gen Z's Value Shift: Gen Z's values are shifting towards authenticity, heritage, and genuine brand stories, contrasting with previous generations' focus on trends and novelty.
"Cowboy Culture" Resurgence: The broader cultural revival of "cowboy culture" in fashion, music, and entertainment provides a natural platform for brands with Western heritage like Coors Banquet.
Strategic Media Placement: Effective product placement in popular shows like Yellowstone and Cobra Kai has significantly boosted Coors Banquet's visibility and cultural relevance among Gen Z.
Social Media & Trend Amplification: Social media platforms amplify cultural trends like "cowboy culture" and contribute to the rapid spread of brand awareness and desirability among younger demographics.
Brand Storytelling & Marketing: Coors Banquet's marketing effectively emphasizes its 150-year legacy, Rocky Mountain origins, and commitment to quality, resonating with authenticity-seeking consumers.
Motivation beyond the trend:
Beyond immediate drivers, the underlying motivation is a search for genuine and meaningful connections in a world often perceived as superficial and trend-driven. Gen Z is seeking brands that feel real, have a story, and represent something lasting, offering a sense of grounding and connection to something authentic in a rapidly changing world. Heritage brands, when revitalized effectively, can fulfill this desire for genuineness and deeper brand relationships.
Description of consumers article is referring to:
Age: Primarily Gen Z (legal drinking age, roughly 21-27 years old in 2024/2025).
Gender: Not explicitly specified, likely relevant to both genders within Gen Z who are legal drinking age and interested in beer and current cultural trends.
Income: Not explicitly stated, but likely spans across income levels within Gen Z who consume beer. Coors Banquet is generally positioned as a mainstream, accessible beer brand, not a super-premium one.
Lifestyle: Legal drinking-age Gen Z consumers who are influenced by pop culture, social trends, and value authenticity. They are likely digitally native, active on social media, and interested in discovering brands that feel genuine and have a story beyond just being trendy. They are also engaging with "cowboy culture" trends in fashion and entertainment.
Conclusions:
Coors Banquet's Gen Z success story demonstrates that heritage brands can achieve remarkable revivals by tapping into contemporary cultural trends and emphasizing their authentic legacies. Gen Z's embrace of Coors Banquet highlights their evolving values, prioritizing authenticity, cultural relevance, and genuine brand stories, even in categories traditionally associated with older generations.
Implications for brands:
Embrace and Amplify Heritage: Legacy brands should actively leverage and amplify their heritage, history, and authentic brand stories to resonate with younger consumers.
Tap into Cultural Trends Strategically: Identify relevant cultural trends and strategically align brand messaging and marketing efforts to connect with these trends without appearing inauthentic.
Authenticity is Key: Avoid chasing trends in a way that feels forced or disingenuous. Focus on highlighting genuine brand attributes and values that resonate with consumers seeking authenticity.
Strategic Media Placement Matters: Consider strategic product placement in popular media, particularly in shows and films that resonate with target demographics, to boost brand visibility and cultural relevance.
Engage with Nostalgia/ "Neostalgia" Effectively: Tap into the power of nostalgia or "neostalgia" by subtly evoking classic imagery and brand elements while remaining contemporary and relevant to younger audiences.
Merchandise and Brand Extensions: Explore merchandise and brand extensions that reinforce brand heritage and allow consumers to further engage with the brand's story and aesthetic.
Implication for society:
Revaluation of Heritage and Authenticity: Gen Z's embrace of heritage brands may signal a broader societal revaluation of authenticity and a move away from purely trend-driven consumerism.
Cultural Trend Influence on Consumer Choices: The article highlights the significant impact of cultural trends, like the "cowboy culture" revival, on consumer purchasing decisions, demonstrating the power of cultural alignment for brands.
Revitalization of Legacy Brands: This trend can lead to the revitalization of established, heritage brands, ensuring their continued relevance and contribution to the market and cultural landscape.
Implications for consumers:
More Diverse and Authentic Choices: Consumers, particularly Gen Z, will have a wider range of brand choices that include both new and revitalized heritage brands offering authentic stories and products.
Deeper Brand Connections: The focus on authenticity and heritage can lead to consumers forming deeper and more meaningful connections with brands that resonate with their values and cultural interests.
Potential for "Neostalgic" Consumption: Consumers may increasingly engage with "neostalgic" trends, seeking out products and experiences that evoke a romanticized and idealized past, offering comfort and a sense of connection to history.
Implication for Future:
Continued Heritage Brand Renaissance: The "Heritage Brand Revival" trend is likely to continue, with more legacy brands finding ways to connect with younger consumers by emphasizing authenticity and cultural relevance.
Authenticity as a Core Marketing Value: Authenticity will become an even more crucial marketing value for brands across various industries, as consumers increasingly prioritize genuine brand stories and values.
Strategic Pop Culture Integrations: Brands will likely continue to explore strategic product placement and integrations within popular media as a powerful tool for reaching and influencing target demographics.
Evolution of "Neostalgia" Trends: "Neostalgia" will likely evolve and manifest in different forms, with future trends potentially focusing on different historical periods or cultural aesthetics that resonate with younger generations.
Consumer Trend:
Trend Name: "Authenticity Over Hype"
Detailed Description: Consumers, particularly Gen Z, are increasingly valuing authenticity, genuine brand stories, and heritage over fleeting trends and hyped-up products. This trend signifies a shift away from superficial consumerism and towards a desire for brands that feel real, transparent, and have a meaningful history and values.
Consumer Sub Trend:
Trend Name: "Neowestern Cool"
Detailed Description: This sub-trend specifically describes the resurgence of "cowboy culture" and "Old West" aesthetics as cool and trendy, particularly among younger generations. This includes fashion, entertainment, and lifestyle elements inspired by the American West, creating a cultural moment that brands like Coors Banquet can tap into.
Big Social Trend:
Trend Name: "Return to Roots"
Detailed Description: In a rapidly changing and digital world, there's a broader social trend towards a "return to roots," seeking comfort and stability in familiar, established, and heritage-rich elements of culture and brands. This trend reflects a desire for grounding and authenticity in a world perceived as increasingly fast-paced and superficial.
Worldwide Social Trend:
Trend Name: "Global Appreciation for Craft & Heritage"
Detailed Description: Globally, there's a growing appreciation for craftmanship, heritage, and brands with a genuine history and story. Consumers worldwide are increasingly interested in products that are perceived as authentic, well-made, and rooted in tradition, moving beyond mass-produced and generic options.
Social Drive:
Trend Name: "Seeking Genuine Connection & Meaning"
Detailed Description: This social drive encapsulates the desire for genuine connection and meaning in consumer choices. Consumers are seeking brands that they can connect with on a deeper level, brands that represent values, have a story, and offer something more than just a product – a sense of belonging, authenticity, and meaningful engagement.
Learnings for brands to use in 2025:
Authenticity is Non-Negotiable: Brands must prioritize and demonstrably embody authenticity in all aspects of their operations and marketing.
Heritage is an Asset: Legacy brands should recognize and leverage their heritage as a valuable asset, communicating their history and brand story effectively.
Cultural Relevance is Key to Youth Appeal: Brands must find ways to connect with contemporary culture and trends to resonate with younger demographics without sacrificing authenticity.
Storytelling is Powerful: Compelling brand storytelling that highlights heritage, values, and genuine brand attributes is crucial for engaging consumers seeking authenticity.
Subtlety and Nuance in Trend Alignment: Brands should align with cultural trends in a subtle and nuanced way, avoiding forced or overt attempts to appear "trendy," which can undermine authenticity.
Strategy Recommendations for brands to follow in 2025:
Amplify Brand Heritage in Marketing: Develop marketing campaigns that prominently feature the brand's history, origins, and enduring values, emphasizing authenticity and legacy. How: Utilize historical imagery, storytelling videos, and content marketing to showcase the brand's journey and heritage. Highlight long-standing brewing processes or production methods that reinforce authenticity.
Strategic Cultural Partnerships & Placements: Identify and strategically partner with cultural events, entertainment properties, or influencers that align with the brand's heritage and target demographic, ensuring authentic integration. How: Sponsor Western-themed events, partner with neo-Western TV shows or films for product placement, collaborate with influencers who embody "cowboy culture" or appreciate heritage brands, ensuring partnerships feel genuine and not forced.
Merchandise & Experiential Brand Extensions: Develop high-quality merchandise and create brand experiences that further immerse consumers in the brand's heritage and aesthetic, allowing for deeper engagement. How: Offer vintage-inspired merchandise, create limited-edition heritage packaging, host brewery tours or events that celebrate the brand's history, and develop experiential activations that connect consumers with the brand's "Old West" vibe.
Final sentence (key concept) describing main trend from article:
"Heritage Brand Revival" encapsulates the key trend where Coors Banquet and other legacy brands are finding renewed success in 2025 by authentically leveraging their history, aligning with cultural trends like "cowboy culture," and appealing to Gen Z's desire for genuine brands with compelling stories, proving that authenticity trumps hype in the evolving consumer landscape.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands should fully embrace the "Heritage Brand Revival" trend to capitalize on the evolving consumer landscape in 2025 by:
Authenticity-Focused Brand Building & Storytelling: Re-center brand narratives around genuine heritage, history, and core values, ensuring all marketing and communications authentically reflect these elements to resonate with consumers seeking genuine connections. How: Conduct internal brand audits to identify and amplify core heritage elements, develop comprehensive brand storytelling strategies that highlight historical milestones and enduring values, and train marketing teams to communicate brand authenticity consistently and credibly.
Strategic Cultural Alignment & Media Integration: Identify and authentically integrate with relevant cultural trends and media platforms that resonate with target demographics, ensuring partnerships and placements feel natural and enhance brand authenticity rather than appearing forced or trend-chasing. How: Conduct thorough cultural trend research to identify authentic alignment opportunities (e.g., relevant music genres, film/TV genres, lifestyle movements), develop strategic partnerships with cultural events or media properties that genuinely fit the brand's heritage and target audience, and ensure product placements and collaborations are organic and enhance brand storytelling.
Heritage-Driven Product & Experience Innovation: Develop product lines and brand experiences that directly celebrate and reinforce brand heritage, offering consumers tangible ways to connect with the brand's history and authentic identity. How: Create limited-edition heritage product lines featuring vintage packaging or historical recipes, design immersive brand experiences like brewery tours or heritage-themed events, and develop merchandise collections that authentically reflect the brand's historical aesthetic and values, allowing consumers to tangibly engage with the brand's legacy.
Final Note:
Core Trend:
Name: Heritage Brand Revival
Detailed Description: The resurgence of established, legacy brands achieving renewed popularity, particularly among younger generations, by effectively leveraging their authentic history, brand stories, and aligning with contemporary cultural trends.
Core Strategy:
Name: Authenticity & Cultural Resonance
Detailed Description: Brands must adopt a strategy centered on emphasizing and amplifying their genuine authenticity and heritage, while strategically aligning with relevant cultural trends to resonate with consumers seeking meaningful brand connections and authentic experiences.
Core Industry Trend:
Name: Authenticity Marketing Renaissance
Detailed Description: The marketing landscape is undergoing a renaissance where authenticity and genuine brand storytelling are becoming paramount, with brands shifting away from purely hype-driven tactics and towards building deeper, more meaningful connections with consumers through their heritage and values.
Core Consumer Motivation:
Name: Seeking Genuine & Meaningful Brands
Detailed Description: Consumers are primarily motivated by the desire to connect with brands that feel genuine, have a compelling history, and offer something more meaningful than just products – seeking authenticity, values alignment, and a sense of connection to something real and lasting in their consumer choices.
Core Trend Summary: The "Heritage Brand Revival" trend defines the 2025 consumer landscape, requiring brands to prioritize authenticity, heritage, and cultural resonance to connect with consumers, especially Gen Z, who are increasingly seeking genuine and meaningful brand experiences. Brands should achieve this through authentic brand building, strategic cultural alignment, and heritage-driven innovation.
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