Industry
CPG - Beverage - Alcohol
Challenge
Coors already has strong association with country music’s biggest stars, but wanted to know if that connection translates to the grassroots level.
Results
Emerging and breakthrough artists playing night after night gave Coors Banquet an authentic role at their shows. Showing up across artists, venues, and markets, Banquet built lasting affinity with music fans.
Objectives
Awareness, Purchase Intent, Brand Affinity
SET.Live
SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.
The Challenge
Most country music activations are fragmented, with one-off sponsorships or expensive tour deals that are hard to scale. Additionally, complex legal and compliance requirements across touring, venues, and alcohol partnerships can make country music sponsorship difficult for alcohol brands.
Coors came to MAX looking for an innovative way to drive on-premise trial and off-premise lift by embedding Coors Banquet into the heart of country music culture.
The Solution
Fourteen nights. Five artists. Eight cities. One beer called out from the stage, and a crowd that answered every time.
Pairing a heritage-rich beer with a heritage-rich genre, this SET.Live program positions Coors Banquet where it belongs: in authentic country venues and fan moments.
From a 420-cap barn outside Houston to a 17,000-seat amphitheater in Denver, Banquet played the venues country music calls home - dance halls, honky-tonks, saloons, and sheds.
The Fan Journey
The Doors Open: Somewhere between the merch table and the first chord, fans meet Coors Banquet on screens, over the PA, or in their hands.
The Artist Shouts Out Banquet: Not a logo slap on a banner. A voice from the stage. "Grab a Banquet and raise it up."
The Crowd Answers: Fans scan in, enter to win signed setlists or merch bundles, and opt in to share their contact information with the band and the brand.
The Experience Continues at Home: A branded thank you email hits their inbox the next morning, courtesy of the show, the artist, and Banquet.
The Results
Banquet owned the country music scene each night. Emerging and breakthrough artists playing night after night gave Coors Banquet an authentic role at their shows.
Consistency turned Banquet’s presence into lasting impressions. Showing up across artists, venues, and markets, Banquet built lasting fan affinity with country music fans, with a 97% brand recall rate and a 33pt lift in purchase consideration.
These artists authentically made Banquet their own. They toasted from the stage, created their own content, and shared it because the partnership was natural.
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