Coors Seltzer is the newest brand to enter the flooded hard seltzer market after Americans consumed 87 million gallons of the fizzy, low-calorie drink over the summer.
To kick things off, Coors will give away 175,000 12-packs to “volunteers,” the company announced. The giveaway is part of an effort to make the summer’s seltzer drinking “water neutral.” With every 12-pack, Coors will restore 500 gallons of America’s river water – that means 87.5 million gallons restored when the giveaway is complete. The company committed to restoring at least 1 billion gallons in the first year.
Seltzer-lovers can “neutralize” their summer drinking by signing up for the Coors Seltzer Volunteer Program and getting their first 12-pack free. Consumers in select states will be offered a rebate to get their first 12-pack for free. Each person who volunteers to give the seltzer a try will put Coors to work on restoring 500 gallons of water.
“With the launch of Coors Seltzer and its volunteer program, we’re setting out to provide a seltzer that tastes good and also gives drinkers an opportunity to do good with each and every sip,” said Matt Escalante, Molson Coors’ senior director of above premium flavors.
Coors Seltzer is available nationwide in black cherry, mango, grapefruit, and lemon lime flavors. It comes in a variety 12-pack of 12-ounce slim cans. Each can contains 90 calories, is gluten free and contains 4.5 percent alcohol by volume. The seltzer is also available in a limited variety of standalone cans.
Coors is partnering with Bonneville Environmental Foundation’s Change the Course, which specializes in implementing water restoration and conservation programs and is the leading national corporate water restoration and engagement campaign, to scope, vet and fund water projects that help sustain healthy, flowing rivers.
Coors Seltzer and Change the Course will first target 16 iconic river basins in 14 states, including projects for the Colorado, Missouri, Sacramento and Chicago Rivers. Projects focus on modernizing irrigation, enhancing in-stream flows, removing barriers, reducing pollution, and restoring fish and wildlife habitat.
The Coors Seltzer Volunteer Social Sweepstakes is also going on now. Entrants have the chance to win free Coors Seltzer for a year ($500 value), and a $1,000 donation to the winner’s choice of one of Coors Seltzer’s river conservation partners. To enter, following Coors Seltzer on Instagram @CoorsSeltzer or Twitter @CoorsSeltzerUS and post or tweet a photo of you volunteering. Use #CoorsSeltzerSweeps. Tag @CoorsSeltzer with Instagram entries. Find the Coors Seltzer Volunteer Social Sweepstakes rules here.
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