For every gallon of seltzer consumed, Coors Seltzer will protect that amount in water through its new sustainable initiative program.
Coors Seltzer, the latest beverage entity from Molson Coors, encourages consumers to drink a can to help save the Earth’s natural resources. The brand’s new Coors Seltzer Volunteer Program works with consumers and the Bonneville Environmental Foundation to run water conservation efforts and raise awareness for natural rivers. Through the program, Coors Seltzer pledged to protect 87 million gallons of water, which is the same amount of hard seltzer that was purportedly consumed this summer. The program aims to make Coors Seltzer “water neutral”, and invites consumers to take on the challenge for themselves. To encourage program participation, Coors Seltzer is offering a rebate on every first purchase of a 12-pack, and will cover the cost of up to 175,000 12-packs through the end of this year.
Young adults consume the most hard seltzer, so it makes sense that Coors Seltzer would target them through social media and environmental activism. The beverage brand created the Coors Seltzer Volunteer Sweepstakes where entrants can win a year’s worth of free Coors Seltzer. To enter, fans can post a picture of them doing volunteer work on either Twitter or Instagram and include the brand’s tag and hashtag, #CoorsSeltzerSweeps. Using its social channels allows Coors Seltzer to interact with consumers and keep up with their demand for social media content during the Coronavirus pandemic, according to a Gartner report on the topic. The sweepstakes could appeal to young, sustainable consumers by targeting their desire to protect the environment, but also drink seltzer. Merging hard seltzer with sustainability allows Coors Light to differentiate itself from other seltzer competitors, like Truly and White Claw, as well as from beer brands drifting into the seltzer category, like Corona. By appealing to younger consumers’ sense of purpose, Coors Seltzer could captivate consumer attention and potentially spur sales for products across the Coors’ portfolio.
Coors Seltzer wants its beverage to taste good and for its drinkers to do good. By tying together volunteer work and drinking, Coors Seltzer could boost its image of authenticity and double down on its pledge to aid the environment.