Coors Banquet is a beer that practically screams "Yeehaw!". In the vast landscape of American commercial beers, few brands evoke as much nostalgia as the legacy “cowboy’s lager” brewed by the Coors Brewing Company in Golden, Colorado.

While this is a widely available commercial beer today (at least in the continental US), this ain't your average fizzy, light adjunct-laden brew. It’s a fuller-bodied beer that harks back to the tradition and quality of beers in the earlier days of America, with a distinct profile from the light-tasting, adjunct-heavy macro lagers that dominate the US market – the likes of Coors Light for instance – anchored by its use of Moravian barley and 100% Rocky Mountain water.

The origins of Coors’ flagship brew trace back to the pioneering work of Adolph Coors, a German immigrant who established the Golden Brewery in 1873, just five years after arriving in America and purchasing a Pilsner recipe from William Silhan, a fellow immigrant from the Czech Republic.

Now, the strategy behind setting up a brewery in Golden, Colorado was clear: the town was a hub for miners working in the nearby Rocky Mountains during the late 1800s. Adolph’s beer quickly gained a loyal following among the miners of Clear Creek Canyon. These hardworking individuals would often hold celebratory gatherings or "banquets" after a hard day’s work or at the end of a successful mining season. Naturally, the easily available Coors became the beverage of choice even as a refreshment after long shifts. This lead to its enduring nickname as a “banquet beer” – a name that stuck and became a key part of the beer’s brand identity as one which evoke a sense of pioneering American tradition, quality and community.

In the mid-1900s, Coors Banquet continues to be celebrated for its unadulterated freshness and clean taste during a time when pasteurization and preservatives were uncommon. This commitment to quality, coupled with its limited availability, made it a coveted commodity, particularly in the Eastern United States where it was virtually unattainable for much of the 100 years that Coors had been operating. The beer's scarcity even inspired the plot of the 1970s comedy film "Smokey and the Bandit," where the main characters sought to illegally smuggle cartons of Coors to eastern States of America.

The brand’s mystique was also amplified by its association with celebrities and public figures. Presidents Eisenhower and Gerald Ford were known to enjoy it aboard Air Force One and at the White House mess, while endorsements from the likes of charismatic actor Dean Martin, and the handsome Paul Newman added to its allure. Newman, in particular, famously declared it "the best domestic beer, bar none."

It may seem that Coors’ scarcity was a deliberate marketing strategy on the part of company. Coors, however, actively discouraged smuggling, pointing out that the beer's quality was best experienced when fresh – this was a time when pasteurisation and cold filtering techniques were not available to preserve the freshness of beers. The beer's limited distribution continued to fuel a thriving black market in the decades before full national availability was only achieved in 1991.

Fast-forward to today, despite challenges facing the broader beer category, sales of Coors Banquet continues to thrive. The beer’s richer profile appealed to drinkers seeking a more flavourful brew than that offered by common light adjunct lagers. Its affordability and marketing strategy – steeped in nostalgia, also resonates with Americans who are beginning to move away from the hop-forward intensity of craft beer and overpriced IPAs.

About a month ago, the Zuck posted this viral Instagram Reel to celebrate US' Independence Day with Bruce Springsteen's song "Born in the U.S.A." blaring in the background.   

Heck, even Mark Zuckerberg's been spotted cracking a cold one open! A recent viral Instagram reel posted by Facebook (now Meta) CEO of himself waving the US flag while wakeboarding and enjoying a Coors Banquet on Independence Day further boosted its visibility, garnering shockingly positive media attention from both Fox News and CNN.

So, perhaps a little nostalgia is just what’s needed during these times of economic uncertainty. A beer that doesn’t cost an arm and a leg while evoking the pioneering spirit of the Wild West, packed with the kind of can-do attitude that'll get you through the day.

As a non-American, I’ve been intrigued by Coors’ storied past and enduring popularity for a long time. Thanks to a good friend from LA, I got a chance to see if Coors Banquet lives up to the hype.

Coors Banquet (Original), 5% ABV – Review

Tasting Notes

Colour: Deep gold.

Nose: Clean and malty, with the toasted grain taking centre stage. A subtle sweetness of corn peeks through, evoking notes of corn bread and warm biscuits. Crisp citrus notes add a refreshing counterpoint, hinting at some hop presence without any accompanied bitterness.

Palate: Bright and crisp. Opens with a citrus-forward note that dances on the tongue while balanced by a light minerality. A gentle yeastiness and subtle breadiness emerge, lending a touch of umami. The palate evolves as the beer warms, now with hints of sweet apricot and cornbread, with a noticeable presence of hops adding freshness and complexity without getting too bitter. A light, zesty dryness that begins to develop on the mid-palate and back of the throat.

Finish: Surprisingly long for a commercial lager. Very clean and substantial, with toasted barley notes resonating alongside the lingering sweetness of dried apricot. Some light sourdough yeastiness persists for several seconds.

My Thoughts:

A solidly refreshing and medium-rich beer that delivers a more layered experience than one might expect from a macro lager. It’s got a smooth sweetness that evolves gradually, revealing subtle layers of yeast, corn and a touch of hop-derived freshness.

This is on the slightly richer side but is still really balanced. It offers a satisfying depth of flavour without being overly challenging or intimidating - hops are there but they barely make their bitterness known.

If I had a bone to pick, it would be the high carbonation when you initially crack this open. It might be a bit too effervescent at the start, but give it a minute or two and you’re golden. After all, this is a brew made for outdoor barbecues, fishing trips and camping in the Rocky Mountains. It’s more important to ensure the beverage stays lively and fresh an hour into your activity.

Without a doubt, Coors Banquet stands out as one of the most enjoyable and flavourful grocery store-grade commercial beers from the US. I’d add this would pair wonderfully with hearty fare like prime ribs or the fried dishes so beloved in Colorado.

My Rating: 8/10

@CharsiuCharlie