Coors Banquet becomes the exclusive beer of TV hit ‘Yellowstone’

After starring in a recurring role on Paramount Network's western drama "Yellowstone" for its first four seasons, Coors Banquet is making it official for season five.

The brand today said it has inked a deal to become the exclusive beer of the cable hit, which launches its fifth season Nov. 13.

Banquet has featured prominently on the show, which ranked as the No. 1 TV series in 2021 with the beer brand's core 25- to 54-year-old audience, helping "catapult its brand awareness and brand-love to new heights," says Katie Feldman, marketing director for the Coors family of brands.

The show's rise has dovetailed with Banquet's resurgence. The brand has been on fire, ranking as the fastest-growing domestic premium beer and gaining share of total beer year-to-date, per IRI multi-outlet and convenience data through Sept. 19.

That trend has continued throughout the summer, with dollar sales up 10.4% over the 13 weeks ended Sept. 19 compared with the same period a year ago.

With that momentum in its back pocket, Feldman says, "I'm pumped to announce that in November, Coors Banquet and 'Yellowstone' will appear together beyond the big screen."

The new partnership ensures Banquet retains its presence in stars' hands on screen and gain additional rights to use "Yellowstone" marks and imagery at retail and on digital channels. New displays will feature imagery and the brand icon from the series' fictional Yellowstone Dutton Ranch, along with "Live like a Dutton," a reference to the family that's the focus of the show.

The gritty nature and Western aesthetic of "Yellowstone" "fit perfectly with Coors Banquet's ethos and how it shows up as a brand with consumers," Feldman says.

And plenty of Banquet's target drinkers are watching. The "Yellowstone" season four premiere last year racked up more total viewers than the pro football game in primetime, which aired on the same night. Its season four finale ranked as the most-watched entertainment telecast since 2017, and the program boasted 234 million views across platforms.

What's more, "Yellowstone" viewers already are Banquet fans, Feldman says.

"Coors Banquet has all the right momentum heading into the back half of this year, and with this partnership, we feel confident we can ride to new heights," Feldman says.

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