Coors Light returns to the Super Bowl

Coors Light appeared in the Super Bowl in February in an ad shared with sibling brands Miller Lite and Blue Moon. The appearance marked Molson Coors’ first Super Bowl in more than 30 years as Bud Light owner Anheuser-Busch InBev relinquished its longtime alcohol ad exclusivity in the game.

“Our decision to feature Coors Light in next year’s big game comes after several years of improving results and at a time of game-changing momentum for Molson Coors, especially our biggest brands,” Sofia Colucci, Molson Coors’ chief marketing officer, said in a blog post. “Coors Light is the perfect brand to bring more chill when the heat is on at the biggest stage in sports.”

The company did not immediately confirm which agency it would work with for the ad. 

Molson Coors made the announcement to its distributors in Orlando last week, according to Beer Business Daily, which quoted Colucci as saying: “What shows more confidence and more swagger than the fastest-growing volume share brand in the category having its own dedicated Super Bowl spot next year?” She left the door open for more than one ad, telling the publication that “it’s only fitting that we invest in our biggest brand during the biggest moment in sports, which is the Super Bowl.” 

Largely due to the Bud Light boycott, Coors Light is the fastest-growing beer in the U.S., according to Circana data cited by the brand. Coors Light is also the top light beer in Canada.

Read more: Brand boycotts—how consumers respond to companies’ social stances

In Super Bowl 57, Molson Coors’ “High Stakes Beer Ad” from Droga5 and played into a friendly rivalry between Coors Light and Miller Lite. The company built excitement for the ad through a prediction contest, run in partnership with online sportsbook DraftKings, that challenged people to guess which brand it would advertise.

Coors Light is currently courting football fans through its sponsorship of ESPN’s “College Game Day,” thematic packaging, and stunts like the “Chill Throne,” a branded lounge chair made for tailgating.