Coors Banquet Pays Tribute to Firefighters During Longest Wildfire Season Yet

Mischief navigates the horrors of climate change while saluting the heroes who face it

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Climate change has been a major factor in a drastic global increase in wildfires in recent years, and the effects on communities worldwide are seemingly endless. Firefighters are among those on the front lines, and many regions are experiencing unprecedented staffing shortages.

With the acts of heroism often required of firefighters at the forefront, Coors Banquet has debuted its “Protect Our Protectors” campaign. Created in partnership with the nonprofit Wildland Firefighter Foundation and agency Mischief, the campaign continues the brand’s support of firefighters while keeping an eye toward curbing climate change and creating a more sustainable beer.




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