Following the end of beer-category advertising exclusivity, the maker of iconic brands like Coors Light and Miller Lite becomes the first new brewer to invest in ad space for 2023

Beer advertising and the Super Bowl have long gone hand-in-hand, but for the first time in more than 30 years, Molson Coors Beverage Company will advertise on the national stage in 2023. The announcement follows the end of a beer-category exclusivity run that began in 1989, effectively inhibiting Molson Coors and others from buying official in-game advertising space.

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Game On: Molson Coors Will Return to Super Bowl LVII with First In-Game Spot in 30+ Years (Graphic: Business Wire)

This news comes at a time when Molson Coors is outperforming nearly every other major brewer in terms of industry-share gains. While iconic brands like Coors Light and Miller Lite are seeing their strongest performance of the past five years, the company’s newer brands, which include Topo Chico Hard Seltzer and Simply Spiked Lemonade, have established Molson Coors as this year’s #1 dollar share gainer in the flavored-alcohol space.

Molson Coors attributes these positive trends, in part, to the increased effectiveness of its marketing. With a focus on “building brands more people want to hang out with,” the company has revitalized its top-selling beer, Coors Light, with the help of the successful “Made to Chill” campaign, and has taken Miller Lite to new heights by fiercely defending its status as a “beer’s beer.”

For Super Bowl LVII, Molson Coors believes having multiple beer advertisers will lead to a more entertaining experience for viewers.

“Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” said Molson Coors Chief Marketing Officer, Michelle St. Jacques. “After more than 30 years away, you can bet our brands are going to bring it this year. Game on.”

For the past several years, Molson Coors’ brands, including Coors Light and Miller Lite, have employed creative marketing strategies to gain share of voice as non-official Super Bowl advertisers, from opening a bar in the Metaverse to challenging consumers to manually type the world’s longest browser URL. While Molson Coors will rejoin the ranks of official Super Bowl advertisers in 2023, the company has several ongoing partnerships with pro-football teams and some of the league’s top players.

For more information about Molson Coors, visit www.molsoncoors.com or @MolsonCoors on Twitter.

About Molson Coors

For more than two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well. Our Environmental, Social and Governance strategy is focused on People and Planet with a strong commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities, and the environment. Learn more about Molson Coors Beverage Company, visit molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter through @MolsonCoors.

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