Coors Light will hold a national social media campaign on Friday
By Diego Flammini
Staff Writer
Farms.com
A large international beer company is hosting an online event to thank American farmers for producing the ingredients found in its products.
On Friday, Coors Light will promote American agriculture on social media using the hashtag #ToastToFarmers.
It’s a “tribute to the men and women who harvest the ingredients that go into the World’s Most Refreshing Beer,” MillerCoors said in a statement on Monday.
As part of the celebration, MillerCoors representatives will also visit various communities buy a round of beer for patrons “and raise a glass to the hardworking men and women who grow our ingredients,” Ryan Reis, vice president-Coors family of brands, said in the statement.
The campaign comes in response to a competitor’s Super Bowl advertisement.
During last week’s game, Bud Light’s commercial depicted the use of corn syrup in beer production as a negative practice.
The commercial “attacked hardworking American farmers who grow our great ingredients,” Reis said. “We’re standing up for our beers, our ingredients and the farmers who grow them.”
Producers welcome the added spotlight on their industry.
The campaign is a smart public relations move but also provides an opportunity for education, said Andrew Kimmel, a cash crop producer from Shelocta, Penn.
“Obviously Coors Light is capitalizing on this opportunity,” he told Farms.com. “But I hope people who see the hashtag get an understanding of how much agriculture contributes to society. I hope they also take some time to look into our production practices and realize how affordable food is compared to some parts of the world.”