Coors Banquet Invites Fans to “Earn Their Spurs” Ahead of Dutton Ranch Series Premiere

Coors Banquet is bringing its Western roots to Dutton Ranch with its “Earn Your Spurs” campaign, featuring limited-edition spurs that are both collectibles and functional bottle openers! Fans will be able to earn access to buy them through trivia, with drops on a daily basis and a sweepstakes as part of the rollout. The experience creates a hands-on link for fans to the rugged Western environment of the show through immersive moments and interactions.

In a press release, Coors Banquet announced that Fans 21+ can visit shop.coors.com/products to answer trivia questions tied to “Dutton Ranch” characters  and unlock access to purchase. Once unlocked, spurs are available for $120 per pair, with 23 pairs  released daily starting May 6th while supplies last through May 19. 

For more than 150 years, Coors Banquet has been shaped by its Western heritage. What the beer long  associated with hard work and grit is now doing is giving fans a chance to earn their place in Dutton Ranch, not just  watch it. 

In cowboy culture, spurs aren’t handed out lightly; they’re earned over time. With “Earn Your Spurs,”  Coors Banquet brings that cowboy mindset to fans, giving them the chance to earn their own pair  inspired by the spirit of Dutton Ranch. 

“In the West, spurs mean something. They represent the grit, time and effort it takes to earn your  place,” said Alyssa Lynner, Marketing Director, Coors Banquet. “With Dutton Ranch, we saw a natural  opportunity to bring that idea to fans in a way that feels true to the brand and the world of the show.” 

The limited-edition Coors Banquet spurs take a classic symbol of cowboy culture and give it a Banquet  twist, launching just in time to celebrate the premiere of Dutton Ranch. Designed in collaboration with a  real spur maker, each pair features authentic craftsmanship and a built-in bottle opener that’s perfect  for cracking a Banquet while watching the show. Made to be worn with boots or sneakers, they carry  the spirit of the West into everyday fandom and fashion. 

The spurs come on the heels of North American Western boot sales increasing 23% in the last five  years¹. Yet, only about one in five Americans actually live in “cowboy country” – highlighting a gap between interest in Western culture and the reality of living it. The spurs give fans a new way to  embrace the West and pop open the Dutton’s favorite beer while enjoying the show. 

“Earn Your Spurs” extends beyond the product, rolling out through daily drops and social storytelling  leading into the May 15 premiere of the series on Paramount+ and Paramount Network. Actress Natalie  Alyn Lind, who plays Orena in Dutton Ranch, will help bring the experience to life through social content,  giving fans a closer look at what it takes to earn your place on the ranch. 

“There’s something really special about the world of Dutton Ranch and the way people connect to it,”  said Lind. “The “Earn Your Spurs” campaign brings fans a little closer to that experience.”  

For fans who weren’t able to buy their spurs – there’s still a chance. The “Earn Your Spurs Getaway”  sweepstakes will gift one lucky winner and a guest a Dutton Ranch-inspired trip to Fort Worth, Texas,  along with a pair of Coors Banquet x Dutton Ranch spurs. Enter for a chance* to win at  http://coors.com/EarnYourSpursGetaway. 

To learn more, unlock access and follow along, visit shop.coors.com/products and follow  @CoorsBanquet on social media. 

*NO PURCHASE OR SCAN NECESSARY. Sweepstakes begins on 5/6/26 at 12:00 PM CT and ends on  7/31/26 at 11:59 PM CT. Open only to legal residents of 50 U.S. (D.C), 21+ years of age. See Official Rules  for details, including how to enter, odds, prize details & restrictions, at  http://coors.com/EarnYourSpursGetaway. Void where prohibited.  

¹ Source: Austin American-Statesman, “Tecovas at 10: How an Austin bootmaker grew into a national  Western lifestyle brand.” 

About Molson Coors Beverage Company

For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all  life’s moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian,  Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue  Moon Belgian White and Leinenkugel’s Summer Shandy, to our economy and value brands like Miller  High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is  rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including  flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like 

ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our  customers, and our success depends on our ability to make our products available to meet a wide range  of consumer segments and occasions. 

Molson Coors Beverage Company is a publicly traded company that operates through its Americas and  EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock  Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com. 

About Dutton Ranch

As Beth and Rip fight to build a future together – far from the ghosts of Yellowstone – they collide with  brutal new realities and a ruthless rival ranch that will stop at nothing to protect its empire. In South Texas,  blood runs deeper, forgiveness is fleeting, and the cost of survival might just be your soul.  Dutton Ranch stars Kelly Reilly and Cole Hauser, who return as the indomitable Beth and Rip, along with  Academy Award nominees Ed Harris and Annette Bening. The new original drama series also stars Finn  Little, Juan Pablo Raba, Jai Courtney, J.R. Villarreal, Marc Menchaca, Natalie Alyn Lind.