Coors' new seltzer brand is looking to make America's hard seltzer fad "water neutral."
Created with a goal of helping save America's rivers, Coors is committing to restoring 500 gallons of water with every 12-pack of Coors Seltzer sold, and plans to restore at least a billion gallons during the first year.
Coors decided to partner with Change the Course, a program under the Bonneville Environmental Foundation, which specializes in water restoration and conservation programs. In fact, Change the Course is the leading corporate water restoration and engagement campaign.
The partnership will focus on 16 famous river basins across 14 different states, featuring restoration projects for the Colorado, Missouri, Sacramento and Chicago Rivers. Specifics of each project vary, including anything from modernizing irrigation to enhancing stream flows, removing barriers, reducing pollution and restoring fish and wildlife habitat.
Coors Seltzer hopes to help get America's hard seltzer craze to "water neutral" by covering the cost of 175,000 12-packs. To get involved, all drinkers have to do is join the Coors Seltzer Volunteer Program and Coors will offer a rebate to those in select states to get their first 12-pack for free.
"Americans are drinking an astounding amount of hard seltzer, but it's not doing much good," said Matt Escalante, Molson Coors' senior director of above premium flavors. "With the launch of Coors Seltzer and its Volunteer Program, we're setting out to provide a seltzer that tastes good and also give drinkers an opportunity to do good with each and every sip."
Fans 21 and up can also get in on the Coors Seltzer Volunteer Social Sweepstakes for a chance to win free Coors Seltzer for a year (in the form of $500), along with $1,000 donation that will be made to one of the Coors Seltzer's river conservation partners based on the winner's choice. To participate, all you have to do is follow Coors Seltzer on Instagram or Twitter and share an Instagram post or a tweet that includes a photograph of yourself volunteering, and be sure to include the hashtag #CoorsSeltzerSweeps and, if entering on Instagram, tag @CoorsSeltzer.
"Rivers are the lifeblood of America. They provide clean drinking water, deliver vast economic value to communities and businesses, support critical fish and wildlife habitat and recreation in every state. Unfortunately, the iconic river basins that fuel our communities, economies and ecosystems are stressed," said Todd Reeve, CEO of Bonneville Environmental Foundation and co-creator of Change the Course. "We're thrilled to partner with Coors Seltzer to build awareness of America's incredible rivers and ensure that high-impact projects across the country keep our rivers clean and healthy."