Coors is launching a new promotion offering consumers the chance to win a trip to Colorado for a concert at the Red Rocks Amphitheatre.

Additionally, up to 1,000 UK concert vouchers will be available through selected promotional packs until the end of September.

The promotion aims to boost Coors’ sales and solidify its position as one of the top ten lagers in Great Britain. From August, consumers can enter the competition by scanning QR codes on promotional packs and submitting proof of purchase.

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Promotional packs will feature illustrations of Red Rocks Amphitheatre and include various multipack options.

The campaign will be supported by significant in-store activation, PR, and paid social media, including influencer partnerships with TV personalities Sam Thompson and Pete Wicks.

Helen Jones, Coors senior brand manager at Molson Coors, stated, “We are excited to give people the chance to win an epic music experience and enjoy Coors with their friends and family at our brand home of Colorado. This promotion is one of our biggest yet and aims to create excitement among consumers while helping our retail customers drive sales.”

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