The logo has a long history, but you should also know the history of the Coors Brewing Company to understand the full meaning of the Coors Light logo. The idea of a twist at the end is something weve always loved about this campaign, says Michelle St. Jacques, chief marketing officer at Molson Coors. The campaign created by DDB was directed by Noam Murro. To help people through quarantine Coors Light is giving away half-a-million beers. We also use third-party cookies that help us analyze and understand how you use this website. Coors Light has gone all in on the campaign to get former Raiders coach Tom Flores into the Pro Football Hall of Fame. Give us your smile through contact form or comment box. More from Coors. 04. During this 15-second version of the Coors Light ad spot, the voice-over states that "The, Titled 'Fresh Climb', this 2020-2023 advert for Coors Light shows a man diving into and swimming through the fresh mountain snow, before heading to the bar for a cold pint of Coors Light. You also have the option to opt-out of these cookies. The point of the campaign is to add a dose of fun to whats been an overwhelmingly dark year. Molson Coors has entered the game: Brand to invest in national Super Bowl commercial in 2023 Rick Suter follow July 14, 2022 1:35 pm ET Molson Coors dropped some early but heavy-hitting Super. New Coors Light commercial features NFL star Patrick Mahomes without actual beer 4 July 13, 2022, 5:26 PM Yahoo Finance Live checks out Coors Light's latest commercial featuring. serving ABV 4.2% Calories 102 Carbs 5g Fat 0g Protein <1g Our ingredients Water We use pure water from ancient aquifers, deep lakes and Rocky Mountain springs to make a more refreshing beer. 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The Beerman drags himself over to a piano (which mysteriously happens to be outside) and the can of Coors Lightturns out to be the pick-me-up he needs, as he launches into a passionate performance of Bostons classic 70s rock track More Than a Feeling, joined by a yeti pal and some plastic lawn ornament carolers. For every Chill occasion 06. The country star had this to say about the opportunity. In fact, Beerman is the holiday hero we need in 2020. Thursday, Jan. 30, 2020. Christmas Adverts 2021: Best XMAS video ads, Christmas Adverts 2020: The 10 Best XMAS ads, The 10 popular funny ads of 2019 (so far), The 10 popular Christmas Ads of 2019 (so far), Rmy Martin Super Bowl ad 2023 ft Serena Williams, Crowdstrike Super Bowl commercial 2023 Trojan horses, e.l.f. And it worked. Blue Moons victory comes after weeks of intrigue around Molson Coors first Super Bowl ad in 33 years, fueled by a campaign shrouded intentionally in a veil of secrecy. Find the latest Coors Light commercial songs and videos in 2023 right here. document.getElementById("ak_js_1").setAttribute("value",(new Date()).getTime()); This site uses Akismet to reduce spam. font-size: 34px; This year, Miller Lite became the first beer brand to open a branded bar in the Metaverse surrounding the game, and the year prior, it challenged consumers in a New York Times print ad to manually type the worlds longest browser URL for a chance to win a six-pack of beer. The story centers ona character Coors has dubbed The Beerman, an icey guy who appears to have seen better days. padding-left: 10px!important; It appears, however, that someone has blessed him with the gift of a can of Coors Light, firmly planted in his chest. .article-native-ad svg { Molson Coors Beverage Company. Download this stock image: Frankfurt, Hesse, Germany -2020: Entrance to Frankfurt Trade Fair with red traffic light on the right. padding:0!important; The result is a trifecta of sorts for Molson Coors. New Coors Light Mountain Neon Light Sign Lamp 17"x14" Beer Gift Bar Artwork Ad . To celebrate the birth of Beerman, Coors Light is offering to turn one lucky fan's backyard into a "winter wonderland" in time for the holiday season. line-height:1.5; Patrick Mahomes has partnered with Coors Light, but he's not promoting beer. You can connect with Coors Light on Facebook, Twitter and YouTube. Activate your account. For weeks, Molson Coors has touted The High Stakes Beer Ad as a showdown between heavy hitters Coors Light and Miller Lite, asking fans to make their picks as to which brand will star in the spot that has remained shrouded in mystery. } Competition for Coors Light includes Bud Light, Miller Lite, Michelob, Budweiser, Samuel Adams and the other brands in the Food & Beverage: Beer industry. Molson Coors Brewing Co. said although it's legally shut out of advertising on this year's Super Bowl telecast, it will still introduce an ad campaign next week for its Coors Light and Coors . Dec 09, 2020 Client : Coors Light Agency : DDB Chief Marketing Officer : Michelle St. Jacques VP Marketing : Marcelo Pascoa Marketing Director : Chris Steele Sr. Marketing Manager : Liz. Coors Seltzer is launching with four flavors black cherry, mango, grapefruit and lemon lime that will all be sold in a variety pack. Submissions should come only from actors, their parent/legal guardian or casting agency. The 15-second 'Made To Chill' Coors ad spot shows a young woman typing Read more Coors Light Commercial - Everything Unofficial Check out our coors light neon sign selection for the very best in unique or custom, handmade pieces from our signs shops. Coors Light is promoted as The Official Beer of Everything Unofficial in this new Made To Chill 2022 commercial. May 27, 2022 The ad was aired nationwide on Sunday, 30 August and will be an . Coors Light in 2021 launched its Big Game Commercial of Your Dreams campaign, which used a technique to guide drinkers dreams with prompts manifested in their subconscious as they slept. When the mountains turn blue, it's as cold as the Rockies. 2020 Fly Fishing Made Easy. The song playing is Required fields are marked *. This website uses cookies to improve your experience while you navigate through the website. The 93-year-old went viral last week after CNN Pittsburgh affiliate. Submit ONCE per commercial, and allow 48 to 72 hours for your request to be processed. Blue Moon, St. Jacques says, can be found on tap at more bars across America than nearly any other beer. Maybe this ad is just a teaser for the next years Super Bowl as Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII. Actor in Staring Contest by Anna Kendrick Rocket Mortgage Super Bowl 2022 Teaser, Actor in Trailer by Megan Thee Stallio Frito Lay Super Bowl 2022 Teaser, Actor in Guac by Chris Elliott Avocados From Mexico Super Bowl 2018, PopCorners Breaking Bad Super Bowl Teaser Feat. Advertisement. During this 15-second version of the Coors Light ad spot, the voice-over states that The best things in summer are unofficial while we watch a woman relaxing as she enjoys her own personal Unofficial Pool Party. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. 1 craft beer brand in America, beat overwhelming odds to claim the ad; of the 257,142 people who participated in a DraftKings pool, just 3.79% chose the craft beer with a hint of coriander and signature Valencia orange garnish as the winner. Clips Used:- Coors: The Official Beer of Being Done Wearing a Bra - ThirdLove TV Commercial, 'Habanera'- CRAZY CUTE DOG RUNS WITH BRA THE ADVENTURES OF OL. Your email address will not be published. Made to Chill. This Coors Light commercial song features the lyrics "I got this, I got this. Category, Pandora Commercial Diamonds, Happy Valentines Day, Lays Commercial 2023 Stay Golden with Singer Anitta, Acura Electric Commercial & Song New World. Coors Brewing Co., Golden, CO. . The #CouldUseABeer effort is part of a larger campaign by the Molson Coors brand . margin-bottom: 20px; With a piece of $500,000 in real money up for grabs, the High Stakes Beer Ad pool ranked as the top free-to-play lifestyle contest in the history of DraftKings. Now our ads are too. Coors Light is Made to Chill. For this reason, Coors Light says its buying and encourages people to go online and send someone a free six pack. Your email address will not be published. This site uses cookies to provide you with a great user experience. Buy A Copy. Learn how your comment data is processed. But Molson Coors took an anachronistic tack, and data show it paid off. Now our ads are too. Actor/actress in Coors Light commercial America Could Use a Beer are below: Song in in George Washington Coors Light Commercial America Could Use a Beer. Coors Light America Could Use a Beer commercial is the new 2020 TV commercial ad of Coors Light. Sign up to track 165 nationally aired TV ad campaigns for Coors Light. Coors Light's 2021 Super Bowl Ad was specially designed by advertisers and sleep specialists to play in your dreams after watching it. And there is Coors Light's Beerman, a strange snow-based fellow now showing up in a holiday commercial. , . We hear the crunch of ice, the crack of a can, lather, rinse, repeat. 24, 2017 . The song played in the Coors March Madness commercial is "Lookin' for Love" by country music singer Johnny Lee, and the ad isn't the only time the song has served as a proper onscreen. - 1 day 2 hours ago. By The Coors Light is made with high-quality steel . Join our mailing list to receive the latest news and updates from our team. In recent years, a growing number of Super Bowl advertisers have pre-released their big game spots, hoping to boost more conversation around their brands than a traditional, 30-second spot typically affords. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. One of the saddest places on earth, walking dead people without soul everywhere. Save my name, email, and website in this browser for the next time I comment. Coors Light By Calvin Carter / June 14, 2021 11:15 pm EST College hoops fans had much to cheer about as March Madness made its return this year after missing out in 2020 due to the COVID-19. Lindsay Rittenhouse 03. "Beerman brings levity to this time of year, as he exists simply to keep your Coors Light perfectly cold and bring a smile to your face. Not Every Body Is Marie Osmond In New Colorful Nutrisystem Campaign Monday, Jul. The new campaign comes as Coors Light has continued to post solid growth in the off-premise in 2020, with sales up 6%, through Nov. 28, according to Nielsen all-outlet and convenience data. Good times. By using iSpot.tv, you accept our, Real-Time Ad Measurement Across Linear and CTV, Marketing Stack Integrations and Multi-Touch Attribution. Jesse, Natures Answer 25% Off Promo Code Commercial Sambucus Immune Products Mother Nature, IHOP Win Ant-Man and the Wasp: Quantumania Movie Ticket Commercial Teams Up With Marvel Studios, Pringles Super Bowl Ad 2023 Meghan Trainor Teaser. In yet another effort to stem the decline in mainstream beer sales among millennial drinkers, Coors Light, the best-selling brand in the Chicago . Coors ended up discontinuing "Love Songs" in 2004. Make the logo and you could make money. In its holiday ad from DDB Chicago, Coors Light introduces us to The Beerman, a snowman whos ready to rock your world by playing the soul-lifting power chords of Boston. 2023 Coors Brewing Company, Golden, CO. Mountain Cold. The narrator in the commercial states that "The Coors Light" is 100% flashlight and 0% adult beverage. Its an icon in its own right, and it has pro sports in its DNA. He sees a friendly sea lion, and exchanges a little nod with the pinniped. The current logo is a recent redesign. 1 hour 13 min ago, By He's built for . Its two largest brands, Coors Light and Miller Lite have booked their strongest combined performance in years. Made to Chill. Coors Light Beerman. Coors Light is a brand of beer that has a distinct branding image. Blue Moon is truly one of a kind. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. SHOP OUR NEW MERCH. Recharge With Mountain Cold Refreshment 07. , , . . Are you a print subscriber? Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Walt and Jesse, PopCorners Breaking Bad Super Bowl 2023 Commercial Feat. See new Tweets. Your email address will not be published. Its a Coors Light ad. The commercial is the centerpiece of a broader program for Coors Light around the new season. These cookies do not store any personal information. Slash Dynamic's Kiran Koshy brings holidays early with this new commercial for NC Education Lottery Friday, Jul . Home bar, man cave, she shed, sports bar, backyard . GET IN TOUCH Send us your comments, complaints and compliments and we'll email you back as soon as possible. By using iSpot.tv, you accept our, Coors Light TV Spot, 'Best Seat in the House'. Necessary cookies are absolutely essential for the website to function properly. The Coors Light commercial, named "Official Beer of Working Remotely," was pulled before it was officially launched as the coronavirus outbreak has taken over the news cycles. margin-top: 10px; Coors Light TV Commercials We don't make the ads - We measure them Sign up to track 164 nationally aired TV ad campaigns for Coors Light. We celebrated the amazing. A showdown between Great Taste and Mountain Cold Refreshment ended with a surprise twist during todays Super Bowl, with Blue Moon prevailing in Molson Coors highly anticipated High Stakes Beer Ad., While Coors Light and Miller Lite Molson Coors top-selling brands duked it out in a classic bar brawl over the majority of the 30-second spot, Blue Moon Belgian White Belgian wheat-style ale swooped in during the final seconds, appearing on the bar top as a voiceover deadpanned Actually, its a Blue Moon commercial.. The Beerman belts out Boston's greatest hit in Coors Light's holiday ad. 1 dollar share gainer in the flavored alcohol space, data show. And, for the final seconds, its a Blue Moon ad. When drinkers see a Blue Moon cross the bar, they want one. Now it's time to sit back, open a refreshing Coors Light and get back to the Big Game featuring the #HighStakesBeerAd. The 15-second 'Made To Chill' Coors ad spot shows a young woman typing, Coors Light is promoted as 'The Official Beer of Everything Unofficial' in this new 'Made To Chill' 2022 commercial. Molson Coors chosen a different strategy for the Super Bowl commercial 2023. But alas, 2020 a year like no other, so it feels fitting that even Frosty would look a bit a different after such a grueling twelve months. CHICAGO, February 28, 2023--One week after announcing the company delivered top- and bottom-line growth for the first time in over a decade, Molson Coors Beverage Company (NYSE: TAP, TAP.A) (TSX . Follow. color: #ddd; Join iconic brands and world-class marketing leaders at Brandweek to unlock powerful insights and impact-driven strategies. A choir of vintage caroler-shaped lights joins him with backup vocals and a yeti riffs on lead guitar as Coors Light reminds everyone that their chill is out there -- and its beer is made for that purpose. Molson Coors Beverage Company is rebranding Coors Light to Coors from March 2021, as part of a multimillion-pound marketing campaign in the UK. 2016 Corona Light Commercial Featuring Actor Marcus Majors Get To Know Marcus MajorsSubscribe: https://www.youtube.com/user/MajorsDreamBoxWebsite: https://ww. This usually suggests that the song has been recorded specifically for the ad and not for release as a full single. margin: 0 45px; Adrianne Pasquarelli You can get everything about Coors Light TV commercial America Could Use a Beer like who are actor/actress in Coors Light America Could Use a Beer advert, Coors Light commercial America Could Use a Beer cast, who sing the song America Could Use a Beer Coors Light advertisement, which song is used in Coors Light tv spot America Could Use a Beer. Join our mailing list to receive the latest news and updates from our team. This Coors Light commercial song features the lyrics I got this, I got this. The Super Bowl ad Molson Coors waited more than 30 years to make features brands that never before appeared together in advertising. We filmed eight different endings, but we knew that only Blue Moon could settle the battle between Miller Lite and Coors Light.. Messe Frankfurt is the world's largest trade fa - 2F27AD6 from Alamy's library of millions of high resolution stock photos, illustrations and vectors. And while Blue Moon prevailed at the end of the spot, Coors Light and Miller Lite were featured and showcased at every turn in the leadup to the big game. This website uses cookies to improve your experience while you navigate through the website. The game, which will be played on Feb. 12 in Glendale, Ariz., and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one of the highest-rated U.S. programs of the year with some 100 million Americans tuning in. I got this feeling but we so far havent been able to identify the track or who the male singer is. Made To Chill. Skechers Slip-Ins Super Bowl Commercial 2023 with Snoop Dogg, Airbnb Advert & Music Yellow Submarine OMG! Both brands also boast ongoing partnerships with pro football teams and players past and present. St. Helens Collectible Truck $30 obo **Make an offer for all if interested **. Category, Pandora Commercial Diamonds, Happy Valentines Day, YSL Black Opium Commercial & Song The Night Is Ours, Tesco Food Love Stories Advert Shiitake Mushrooms. Molson Coors - Coors Light Chief Marketing Officer: Michelle St. Jacques VP, Marketing, Coors Family of Brands: Marcelo Pascoa Marketing Director, Coors Light: Chris Steele Sr.. padding-bottom: 20px; This category only includes cookies that ensures basic functionalities and security features of the website. Intended for legal drinking age consumers only, see our. . Contact Us | Coors Light 2023 Coors Brewing Company, Golden, CO. Mountain Cold. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You can get everything about Coors Light TV commercial America Could Use a Beer like who are actor/actress in Coors Light America Could Use a Beer advert, Coors Light commercial America Could Use a Beer cast, who sing the song America Could Use a . Similar to its competitors, each 12-ounce can has 90 . According to a press release, all fans. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features NFL Sunday Ticket I like it! See All Special Interest Magazines. Please smile if you happy to give us a like. } These cookies will be stored in your browser only with your consent. Client Molson Coors Beverage Company/Coors Light Agency DDB Ari Weiss, chief creative officer, global; Britt Nolan, chief creative officer, North America; Colin Selikow, executive creative director; Chris Walker, Alan Shen, creative directors; Sandra Jurado, Dan LaVigne, associate creative director; Amy Finn-Welch, sr. copywriter; Diane Jackson, The approach generated more than 6 billion media impressions and 1,300 articles a Molson Coors record and helped boost displays of Molson Coors brands in the three weeks leading into the matchup between Philadelphia and Kansas City, according to IRI multi-outlet and convenience data for the three weeks ended Jan. 29. By Brian Jones - July 13, 2022 01:27 pm EDT. He sits out in front yard, his pointy head hung low and the corners of his mouth pulled down by more than just gravity. The element of surprise was entirely purposeful, and its backed up by research, St. Jacques says, pointing to a Morning Brew and Harris poll that found nearly three in four Americans think advertisers shouldnt release their spots before the game. Get Coors Light Delivered 05. According to Coors' website: "Coors Almighty Light is the first spiritually-enhanced beer developed specifically to ward off demons while viewing the Foo Fighters' dangerous new film Studio 666. Download the 2023 Super Bowl TV Ad Report from iSpot Today. In the past 30 days, Coors Light has had 727 airings and earned an airing rank of #1,086 with a spend ranking of #397 as compared to all other advertisers. After a woman burrows a Coors Light in a snowman and goes inside for the night, the once-inanimate creation shuffles over to a nearby decorative piano, knocking over the fake reindeer in his way. Published December 11, 2020 Advertiser Coors Light Advertiser Profiles Facebook, Twitter, YouTube Products Coors Light Tagline "Made to Chill" Learn how your comment data is processed. Enter zip code to find where you can buy Coors Light online, PLEASE SELECT YOUR COUNTRY AND ENTER YOUR DATE OF BIRTH, Do not share with anyone under the legal drinking age. Thanks to Coors Light, Olive Veronesi now has 150 ice-cold beers - and she doesn't have to pass them around to anybody. .article-native-ad p { Coors Light is a 4.2% (US) ABV light beer brewed in Golden, Colorado; Albany, Georgia; Elkton, Virginia; Fort Worth, Texas; Irwindale, California; and Milwaukee, Wisconsin. Newer brands, meanwhile, including Topo Chico Hard Seltzer and Simply Spiked, are each off to rollicking starts, gobbling up share in their respective segments and helping Molson Coors establish itself as this years No. Your email address will not be published. But opting out of some of these cookies may affect your browsing experience. 2023 Coors Brewing Company, Golden, CO. Mountain Cold. No information which song is used in the Coors Light America Could Use a Beer Featuring in George Washington TV commercial ad 2020. , . document.getElementById("ak_js_1").setAttribute("value",(new Date()).getTime()); This site uses Akismet to reduce spam. The New Coors Light Commercial. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots. }. For weeks, Molson Coors has touted The High Stakes Beer Ad as a showdown between heavy hitters Coors Light and Miller Lite, asking fans to make their picks as to which brand will star in the spot that has remained shrouded in mystery. Molson Coors is outperforming nearly every other major brewer over the most-recent 13-week period in terms of industry share gains in the U.S., according to IRI data through July 3. He is one of the more famous infomercial pitchmen. Sign up to have it sent to your inbox. By clicking Accept, you consent to the use of ALL the cookies. You also have the option to opt-out of these cookies. Now Coors Light is looking to continue its momentum with the introduction of a new holiday icon. Check out their very patriotic commercial about this big promotion. commercials discovery of songs/actors/girl/boy. Ad Age and Creativity Staff By clicking Accept, you consent to the use of ALL the cookies. Chill Harder Pays Harder. Coors Light is Made to Chill. Required fields are marked *. Drink Responsibly. Simple as that, St. Jacques says. Quote Tweet. Recommended Latest BizSpotlight More Education. Coors Light references beer's role in historical events like the Great Depression and the Revolutionary War in a new ad that positions the brew as something to help cope with the coronavirus . . Don't share w/under 21. As NFL players couldnt be used in ads for a beer brand, Mahomes pitches a Coors Light branded flashlight. Only 21+. The new campaign for Coors Light follows Molson Coors' October announcement that in 2020, Coors Light grew 6% in off-premise U.S. sales. Buy Beer Online. "I think it is pretty damn cool to have 'Lookin For Love' featured in the new commercial." The spots are set to air throughout Same Energy. Hockey pucks $10 each obo, New Tito's vodka mat $40 obo, 3 new Coors Light mats $25 each obo, Blue Moon, Ten Barrel and Fat Tire taps $25 each obo, neon sign Let's Rip 10 barrel Pilsner $250 obo cash only, Mt. COVID-19 Insurance Disputes Ferrer, Poirot and Wansbrough TV Commercial Ad 2020, Built to Lend a Hand Coming Together Ford TV Commercial Ad 2020. It is mandatory to procure user consent prior to running these cookies on your website. These cookies will be stored in your browser only with your consent. Parent company Molson Coors got together with the two-time Super Bowl-winning . If history has taught us anything, Coors Light says, its that we can get through anything and that beer sometimes helps. The Corona commercial was released in August with a new campaign called as La Vida Ms Fina. Godsey said he believes Coors stopped airing the commercials due to political pressure. Coors Light has always attempted to brand itself as the world's most refreshing beer and the latest attempt at getting that message across sees a speedo-wearing . In 2020 alone, purchases on Etsy generated nearly $4 billion in income for small businesses. The company says the move intends to drive ongoing . One of the worst places I have ever seen in my life. Given that Coors Light has been embracing the tagline Made to Chill, it only makes sense the beer brand would embrace the snowy days of Christmastime. ", Need a credit fix? Created by Legacy Effects, the team that made The Mandalorians Baby Yoda (yeah, yeah we know his name is Grogu) and Guardians of the Galaxys Groot, Beerman is joined by a guitar-wielding yeti for a cover of More Than a Feeling., To Read the Full Story Become an Adweek+ Subscriber. Coors Light and DDB Chicago are creating a new holiday tradition for adults in the brand's 2020 holiday campaign, 'Holiday Beerman.' The Beerman will bring cheer to the season with cold beer and 80's rock classics. NFL Patrick Mahomes stars in the Coors Light funny advert. It's perfect for camping trips, or those warm summer nights spent with great friends. A football or Frisbee sails overhead as neat hands grab frosty cans from an ice-filled cooler. Photo credit: Jeremy Westby/2911 Media Johnny Lee's "Lookin' for Love" is the newest soundtrack for Coors Light, "Made to Chill" commercial spots set to air during March Madness. In our opinion, Coors Light has officially . Despite being de facto locked out of national Super Bowl advertising, Molson Coors for the past several years has found other ways to elbow its way into the big game conversation. He has also produced and starred in the films Underground Comedy Movie and The Inappropriate Comedy with. The "bra ad," one of four 30-second spots in Coors Light's new digital "Made to Chill" campaign was deliberately designed to upset this status quo. , . This category only includes cookies that ensures basic functionalities and security features of the website. Both brands also boast ongoing partnerships with pro football teams and players past and present. We also created 2.6 million jobs in the U.S . Blue Moon, the No. Thats what we find in this new holiday ad from Coors Light andDDB Chicago. The ad was created out of DDB Chicago, who also worked with Legacy Effects, the VFX company that helped to develop Baby Yoda from The Mandalorian and Groot from Guardians of the Galaxy, to conceive Beerman. The Super Bowl spot celebrates each brands unique identity. "Somebody said 'What are you gonna get on your birthday?' Required fields are marked *. The Coors Light is 100% flashlight and 0% adult beverage. All fields are required unless indicated as optional.