Coors Banquet recommits on Protect Our West initiative with Brixton collab, benefit concert

During one of the worst wildfire seasons in history and the hottest summer ever recorded, Coors Banquet is reupping its commitment to support the Wildland Firefighter Foundation for the eighth year, with a $250,000 donation as part of its Protect Our West initiative.

The Wildland Firefighter Foundation (WFF) assists families of wildland firefighters who have lost their lives or are injured in the line of duty. Since the partnership began in 2014, Coors Banquet has donated more than $1.75 million. This year it’s adding a benefit concert with indie rock band Cold War Kids to raise money and awareness for the foundation.

"We are all aware of the devastation that wildfires have wrought on the western United States, especially over the past few years," said Stephanie Clanfield, marketing manager for Coors Banquet. "While our work to support the (foundation) to-date has proven to be impactful, there's an urgent need to do more outside of a simple donation. This partnership and benefit show will spread awareness for the foundation, raise additional funds for the cause and ideally lift the spirits of the community."