Coors revives "Banquet" label

Modern Brewery Age, Oct 25, 2004

Coors Brewing Company has announced that Coors Original will return to its original name and branding. The company has revived the old "Banquet" beer logo in new packaging due out next month.

The new packages also feature a more prominent image of the Rocky Mountains and revamped Heritage Oval stamp and Coors script on the label.

Coors reports that the Banquet Beer logo originated on packaging from the 1930s.

"Coors beer has a new look with the same great taste that made the brand famous," said Jim Sabia, vice president of marketing for Coors Brewing Company. "Consumers told us the new packaging reflects the premium, masculine attributes of the Coors brand and the rich tradition of this legendary brew."

"The updated Heritage Oval stamp and Coors script provide greater consistency across the Coors family of brands," Sabia added. "And the more prominent display of the Rocky Mountains reflects the tradition that Coors beer is still brewed today high in the Rockies with 100-percent Rocky Mountain water for a real Rocky Mountain beer taste."