Several adults stuck in quarantine might receive a refreshing pick-me-up in the form of a free case of beer from Coors Light.
Coors Light announced they would be giving away $1 million in free beers to deserving people stuck in quarantine during the coronavirus shutdown. The company announced the give away on Twitter, writing, “Let’s face it — right now, America #CouldUseABeer. Tell us who could use a 6 pack and why. We’re buying.”
Let’s face it – right now, America #CouldUseABeer. Tell us who could use a 6 pack and why. We’re buying.
Beer purch. req’d. Offer varies by state. See bio for T&C link. Ends 6/1/20.
— Coors Light (@CoorsLight) April 28, 2020
Approximately 500,000 cans of beer will be distributed by the company in six-packs distributed to the homes of those who are selected. Chris Steele, marketing director for Coors Light, said he hopes the campaign is a small way to replace the personal connections many have lost by bars and restaurants closing around the country.
“A lot of times, when you see someone working hard, doing something really good, you want to recognize them, and you take them out for a beer,” Steele explained. “That’s not really possible right now, but we want to help people get that brief moment of pause and enjoyment that Coors Light provides.”
The idea was an extension of a viral moment between the company and 93-year-old Olive Veronesi. Coors Light surprised Veronesi at her home with a new supply of beer after she caught national attention by placing a whiteboard outside her home saying she needed more beer during the shutdown.
“As we saw when we delivered a stack of Coors Light to Olive, whose pleas for more beer went viral, an unexpected beer can light up someone’s day,” Steele said. “What inspired us most was how drinkers around the world saw Olive’s photo and started posting online about how they, too, could really go for a beer. We just think America deserves a moment to pause and enjoy a cold one, and we’re going to give it to them.”
Alcohol sales have skyrocketed during the pandemic. When many of the stay-at-home orders were implemented in late March, sales jumped 55%.
