Good Drinks Australia has partnered with Molson Coors Beverage Company to launch Coors Original in Australia.

One of America’s most iconic beer brands, Coors Original is a 5% ABV lager inspired by the original Coors Banquet recipe brewed in Golden, Colorado, in 1873.

Good Drinks Australia said the launch represented a significant milestone in its premium international portfolio and national partnership with Molson Coors Beverage Company, with Coors Original joining Coors in the portfolio.

Brand Manager – International Beer James Marsden-Smedley said: “In a world where drink trends sometimes feel a little fleeting, beer drinkers are attracted to a premium brand built on timeless authenticity.

“Coors Original has a rich heritage spanning more than 150 years and is recognised by consumers around the world.

“It’s a beer with a history that resonates with drinkers who value authenticity and take pride in building something lasting of their own.”

Molson Coors’ Senior Sales Manager – Australia Gareth Owen said: “Coors Original has a quiet pride, built on staying true to itself and that’s something Australians can identify with. It’s a way to connect with our legacy while building your own.”

“Australians and Americans have always had that same love of the great outdoors, the cowboy and stockman way of life, and now a growing passion for country music and lifestyle too.

“It’s the perfect time to bring Coors Original to Australia.”

Coors Original partners with the Stampede Series

Anchoring the launch is a multi-year partnership with National Rodeo Co. that makes Coors Original the lead beer brand across its Stampede Series.

Stampede Series is one of Australia’s fastest-growing sports and entertainment properties, built on professional rodeo competition, live music and community celebration.

The partnership gives Coors Original pouring rights and dedicated bars at Stampede Series events nationwide, alongside in-venue branding, sampling, hospitality and a national marketing campaign.

Good Drinks Australia Head of Commercial Partnerships Daniel Moraday said: “Rodeo embodies many of the same values that have defined Coors Original for generations, hard work, authenticity, mateship, adventure and connection.

“We wanted the launch to be authentic, distinctive and culturally relevant, and the Stampede Series gives us exactly that.”

National Rodeo Co. Director James Forsyth said: “Good Drinks Australia shares our ambition to create premium experiences for fans and elevate rodeo nationally.

“Coors Original gives Australian audiences something genuinely new, and we look forward to building the brand together across the Series.”

Coors Original is available nationwide in 355ml cans at Dan Murphy’s and rolls out to independent bottle shops nationwide from November.