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Coors Brewery Tour – Golden

The largest single brewery in the world, Coors Brewing Company, is located in downtown Golden. Tours and tastings are offered year-round and are open to guests of all ages as long as they are accompanied by an adult.

Explore a live working factory where every phase of the beer-making process is observed. The tours cost a fee and are self-guided with headsets available. There are learning stations around with pre-recorded descriptions. Reservations are required for all guests.

Hailing from Prussia, Adolph Coors, and Jacob Schueler established the brewery in Golden in 1873. The mountain on the Coors can is based on a Rocky Mountain peak in southwest Colorado.

Touring the Coors Brewery in Golden

There are two types of tours: self-guided (year-long) and guided tours (seasonally). The traditional 30-minute self-guided tour has educational stations and individual headsets. You get to enjoy a complimentary sample and three 10 oz beers afterward. During slower months, a live tour is given and they run for about 30 minutes.

You can also go on the Sampling-only tour where you go straight to the tasting room and try three complimentary beers. This is often what the locals do and you are free to partake in this tour daily. Enjoy some of Coors’s classic, seasonal, and even test-market beers. The whole operation lasts 1 – 1.5 hours including the shuttle, tour, and beer tastings. Drinking time may vary.

Getting There

Parking for the tour is located at 13th and Ford Streets, one block from the brewery. A free shuttle takes you downtown to the Coors factory and the driver usually tells you about the city of Golden on the way.

Tours and imbibing at the bar get busy during peak season, so plan weekdays and off-peak times when possible.

Address: 13th and Ford St, Golden , CO 80401

Phone: 800-642-6116

Season: Year-round

Website: millercoors.com

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Need To Know

13 Things You Should Know About Coors Light

words: Cat Wolinski

Coors Light is the second-best-selling beer in the U.S. , shipping 16.5 million barrels in 2017. It’s also among the top 10 best-selling beers in the world , with an estimated 22.6 million barrels sold in 2017. What makes this mass-produced light lager so irresistible? Read on for 13 things you should know about Coors Light.

It’s lighter than light.

Before Coors Light, Coors’ original label, Coors Banquet, was marketed as “America’s fine light beer.” In 1978, the brewery launched Coors Light to compete with other brands like Miller Lite, launched in 1973 ; as well as Natural Light and Schlitz Light, both launched in 1977 . The lighter-than-light beer launched 105 years after the brewery was established in 1873.

The ‘Silver Bullet’ was a shot in the dark.

Coors Light’s now-iconic “Silver Bullet” can was designed by a Cuban-American artist, Marc Barrios. Barrios emigrated to the U.S. at age 15, and began working for Coors’ art department in 1969.

In 1975, an encounter with Pete Coors encouraged the young artist to submit his designs for the new Coors Light can. His idea to eliminate the cream-colored background featured on the Coors Banquet can was a hit.

Barrios eventually moved up the ladder and became Coors’ head of creative services. His career later took him to Hollywood, where he worked on promotional materials for films such as “Apollo 13,” “Jurassic Park,” and “Batman.”

The can got its nickname from (who else?) college students.

According to the MillerCoors blog, the “Silver Bullet” nickname shot off in the late 1980s , becoming part of the country’s collective lexicon by 1991.

In Pete Coors’ 1998 book, “Coors: A Rocky Mountain Legend,” he writes that “students began asking for the Silver Bullet in bars. We thought it was a pretty good moniker.”

Its first delivery may have required safety escorts.

On Aug. 23, 1978, the first trucks of Coors Light rolled out of the Golden, Colo., brewery with 23,000 cases on board. “Law enforcement agencies in the various states where the convoy traveled were notified in advance and provided safety escorts in and near various cities,” read Coors’ company newspaper. It’s unclear whether this was a joke.

Its 1980s Halloween-themed ads were chilling.

Although Halloween is now a drinking holiday for adults , this wasn’t always the case. Former brand director Gary Naifeh said he believes Coors Light was “the first brand to really promote Halloween in a big way. And it turned into a phenomenon.”

That phenomenon took the shape of the “Beerwolf,” a disturbing promotional character that donned billboards, TV commercials , radio spots, and even pre-recorded point-of-sale speakers in grocery stores. He even snuck into non-Halloween campaigns, like St. Patrick’s Day , and this creepy fishing trip .

It’s colder than Ice Cube.

Remember those Coors Light commercials that pitted Ice Cube against inanimate bottles of Coors Light in a silent icy battle? Neither do we, but they happened .

Did we mention it’s cold?

In December 2018, Coors Light parent company MillerCoors announced plans to revive its “World’s Most Refreshing Beer” tagline for television commercials. It said the reason was millennials’ lack of awareness about its “Cold Activated” cans, which turn partially blue at refrigerator temperature.

“We are going back to truly being the ‘World’s Most Refreshing Beer,’ rooted in our ownership of cold,” Ryan Reese, Coors VP, wrote. “When the mountains turn blue, it means Coors Light is at the perfect temperature to bring refreshment. And younger consumers, believe it or not, didn’t know that. When we asked, they said ‘really? That’s so cool.’ And they didn’t know, because we stopped telling them.”

Coors Light, miracle elixir?

Last year, 101-year-old Coors Light superfan Andrew E. Slavonic of McMurray, Pa., said his secret to a long life was a daily Coors Light at approximately 4 p.m., a ritual he’s practiced for 15 years.

The following week, after news of the World War II veteran’s preference went viral, MillerCoors surprised the centenarian with the birthday gift of a lifetime: a fully-stocked Coors Light beer fridge, killer swag, and an invitation to a tour of the Golden, Colo., brewery.

Coors Light is drinkable and wearable.

In October 2018, apparel brand 686 announced a new “Sixer” jacket with Coors Light. The Coors Light Sixer featured enough pockets to keep 11 Coors Light cans icy.

Craft brewers drink it like water.

Shaun O’Sullivan, co-founder and brewmaster of 21st Amendment Brewery, admitted to VinePair that Coors Light is his guilty pleasure. “I generally have a few cans in my refrigerator for the rare moments when I don’t want a craft beer but I don’t want to drink soda or water … I like it because it’s a lot like water.” His only requirement? “That it’s cold.”

Others think there’s room for improvement.

Teri Fahrendorf, founder and president emeritus of the Pink Boots Society and former Steelhead Brewing Company brewmaster, says it makes a great base for beer experiments. “One night we had friends over and I remembered the lonely can of Coors Light that someone had left at a party. I used it to demonstrate that you could add some 88 percent lactic acid from the homebrew store to create a passable kettle sour . We all agreed the lactic acid improved the Coors Light considerably.”

Coors Light saved a life.

In April 2018 , beer distributors Kwame Anderson and Jason Gaebel encountered a man in St. Paul, Mich., planning to take his own life. Anderson, a salesman, struck up a conversation with the man, eventually talking him off the ledge of a bridge by offering him a case of Coors Light.

St. Paul Police spokesman Sgt. Mike Ernster said at the time, “Beer has been bringing people together for a long, long time. Today, it brought people together in a life-saving way.”

It’s proudly brewed with corn syrup.

During the 2019 Super Bowl, MillerCoors competitor Anheuser-Busch InBev sparked  #corntroversy when its Bud Light ads called out Coors Light and sibling brand Miller Lite for using corn syrup in their beer recipes. During Molson Coors’ 2018 fourth-quarter earnings call, MillerCoors CEO Gavin Hattersley said the commercials were a “gift” and have been motivating its distributors and employees. “[T]he next few months are going to be interesting for sure,” he said .

Published: February 15, 2019

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Mt. Joy's Matt Quinn talks upcoming Summerfest shows, new music, favorite Milwaukee memories and Coors Light

It may only be May, but Mt. Joy's Matt Quinn already knows what he's doing for the Fourth of July.

The lead singer/guitarist will be spending it in Milwaukee with his bandmates. They're playing two shows at Summerfest , one of America's largest and longest-running music festivals, that day.

On Quinn's agenda: Wandering the festival grounds and listening to live music, eating a turkey leg, drinking cold Coors Light and July Fourth festivities, he told the Journal Sentinel.

"I'm getting a little bit excited, honestly, sitting here thinking about it," he said.

But, what he's most looking forward to? The energy Milwaukee fans bring. The last time the indie rock band played the Big Gig, in 2022, fans "really showed out."

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"It was truly one of my favorite Mt. Joy shows that we've ever played," he said. "So, when we got asked to come back, it was a no brainer."

The Cream City shows are a part of the band's big summer headlining tour , from June through October, with stops in the U.S., Canada and Europe.

Leading up it, they've been playing a few festivals, working on new music and have recently partnered with Coors Light on a new way to "hopefully, be able to connect with our fans more," Quinn said.

Here's a look at all of that and more, from the upcoming Milwaukee shows to Quinn's favorite Wisconsin memories:

What Mt. Joy has been doing to get ready for its summer headlining tour

"The best way for us to stay ready is to just keep playing and playing together," said Quinn, who lives in Philadelphia. "Our goal is just each year we're able to take it to another level, musically, and hopefully, the fans can see that."

Leading up to the tour, the band traveled to Joshua Tree to do some rehearsing and has also been playing a few festivals, including North Carolina's Lovin' Life Music Fest and the Wonderfront Music and Arts Festival in San Diego.

"One thing that keeps us pretty in tune is we play a lot of shows," Quinn said.

When, what stages Mt. Joy will be playing at Summerfest 2024 in Milwaukee, Wisconsin

Mt. Joy will be playing two Summerfest shows this year, just like last time.

The band will be performing a stripped-back set at the American Family Insurance House Stage — located near Mid Gate, behind the fountain — at 4 p.m. on July 4.

"We don't have our big amplifiers, we don't have our lights and our video wall and everything like that," Quinn said. "It just becomes a much more intimate way to arrange the songs down to kind of how they started — just us playing together in a small space."

According to Am Fam's website , performances at the House Stage are included in Summerfest admission. They're first-come, first-served, with lines beginning an hour before each. The first 50 people in line will have the opportunity for an exclusive meet-and-greet.

The House also features custom swag, a photo booth and a rooftop lounge, the website said.

Later that night, at 9:30 p.m., Mt. Joy will be headlining The BMO Pavilion with Miller Lite stage. It's located on the south end of the grounds with Lake Michigan as its backdrop.

Remaining reserved seats for this show cost $94.26 on Ticketmaster before taxes/fees. General admission seating, which is included in Summerfest admission, is available on a first-come, first-served basis. Fest general admission tickets can be purchased here .

Expect songs old and new on Mt. Joy's setlist

"This year, it feels like we kind of have our catalogue and we get to start sprinkling in some new jams, which we're very much looking forward to," Quinn said.

While Mt. Joy tries to change up its setlist, Quinn said, a few songs always make the cut. Those include "Silver Lining"; the band's most-recent release, "Highway Queen"; and "Astrovan," one of Quinn's favorites to perform live.

"There's something about that song that's just got a specific energy that — especially like picturing summer nights — I look forward to," he said.

While the band has only played a couple of shows since the official drop of "Highway Queen," audiences have been really into it, according to Quinn.

"That's one of the most gratifying things," he said. "You make a song. You're not really sure how people are going to react. But, when you get people jumping up and down and singing it back, you're like, 'OK, we landed the plane in a really cool way.'"

Mt. Joy has new music, a new album in the works. It'll test out some of the new tunes on tour.

For the past several months, Mt. Joy has been working on new music and a new album, Quinn said. And, fans can expect to hear some of those new tunes on tour.

"The way we've always done it is we take the songs out on the road and we test them out in front of people," Quinn said. "The best research group you can have is your fans."

While Quinn teased that a new song will be released "soon-ish," when the new album will drop is TBD.

"We're getting there," he said. "I'm very excited about it."

Matt Quinn of Mt. Joy's favorite Wisconsin memories involve Summerfest and the home of the Bucks

One of Quinn's favorite Wisconsin memories was the last time the band played Summerfest. Besides it being one of the frontman's "favorite Mt. Joy shows," he also really loved riding the Skyglider with his bandmates.

"You're flying on top of somebody, eating a turkey leg and (there are) just people with big smiles on their faces," he said. "And then, finishing the night off with a show. That's pretty fun to be a part of. And, you can tell people really enjoy being a part of it. As an artist, I feel like that's the kind of show we want to be a part of. We want to host a good time."

Being a big basketball fan, Quinn also recalled when Mt. Joy played the home of the Bucks, Fiserv Forum, in 2020, opening for the Lumineers.

"I remember just walking around back there being like, 'Woah, this is where Giannis and all of these guys go to work every day,'" he said. "So, that felt pretty cool."

A glimpse of what a day on tour with Mt. Joy is like: Exercise, soundcheck, chants and Coors Light

While on tour, the band usually drives through the night, Quinn said. Members start their days between 10 a.m. and noon.

Exercise is huge for them and they try to do it as much as possible, according to Quinn.

"When you're traveling around, you don't really get a chance to even like walk to many places," he said. "It's venue to venue to venue."

Soundchecks have become a big part of what they do during the daytime.

"It's really a place for us to practice new ideas and not just work on the sound," he said.

If the band wants to cover a song that has a tie to where they're playing that night, they quickly learn and workshop it during that time.

Afterwards, they have a meal. The band is trying to eat healthier, Quinn said.

When it comes to snacking, they've swapped their chips for "fancy nuts" and celery juices, he said.

After refueling, Mt. Joy goes into "show mode," which usually includes meet-and-greets.

When it gets close to showtime, the band is reaching for a cold Coors Light, Quinn said.

He's been a fan of the beer — some of which is brewed in Brew City — since he turned 21, he said.

"It's just been a beer that's been a part of backyard barbecues with my family," Quinn said. "And, my grandmother, I can say confidently, is a big Coors Light drinker. And so, it goes back pretty far for my family."

Earlier this month, Coors Light debuted "Chill Amplified," billed as "a new music platform to help drinkers discover the chillest places in music and unlock perks like VIP access to top artists, concerts and backstage experiences," according to the beer brand.

Mt. Joy is one of the artists Coors Light teamed up with for it, as well as Lainey Wilson, LL Cool J and Tainy.

"It's truly exciting for me, my family and the band — not just me — to be a part of a beer that we all love," Quinn said.

To help shake off the preshow jitters, the band acts "really weird" backstage, Quinn revealed. Like, chanting "D-A-D," for example.

One random show, a band member had the rest of the group put their hands in and do that chant. Why? Quinn has "no idea."

But, the band has done it right before they go on every show since. It's become a way for them to "pull together" before getting out there and having fun, Quinn said.

More on Coors Light's 'Chill Amplified' program with Mt. Joy

As a part of the "Chill Amplified" platform, artists, including Mt. Joy, will release a "Backstage Six-Pack" containing their must-haves for "amplifying moments of chill on tour and backstage," according to Coors Light.

Only 25 kits will be available per artist and will cost $300 each. Wilson's was the first to be released.

More details on Mt. Joy's kit will be shared on the band and Coors Light's social media channels. Upon release, the kits will be sold at shop.coorslight.com/collections/coors-light-backstage-six-packs .

Fans can also enter for a chance to win giveaways specific to each "Chill Amplified" artist at coorslight.com/en-US/summermusic . The giveaways can include things like concert tickets, VIP backstage experiences, such as meet-and-greets and/or VIP passes, as well as limited-edition merch, according to the beer brand.

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Mt. Joy and Coors Light hit a high note with Chill Amplified, interview

By cristine struble | may 28, 2024.

For many people, an ice-cold Coors Light enjoyed at their favorite band’s concert is the perfect summer harmony. As part of the summer’s Chill Amplified campaign, Mt. Joy shares how they will be raising a can to the summer, music, and their fans.

Over the years, Coors Light has had many creative campaign ideas. While LL Cool J might have arrived on that Silver Bullet Train, that commercial was only one example of a music and beer collaboration.

For the summer, the Chill Amplified campaign brings together several musical artists and Coors Light to celebrate where music and refreshment come together. As Marcelo Pascoa, vice president of marketing for the Coors Family of Brands said, that place where Coors Light and music come together is where “chill gets amplified.”

One of the musical artists collaborating with Coors Light on this campaign is Mt. Joy. The indie rock band has amassed a large following across the world. As many of the band’s lyrics suggest, achieving a huge dream can sometimes come with uncertainty. But, that journey is one that they have never regretted taking.

During a recent email conversation with Cristine Struble from FoodSided, Mt. Joy lead singer, Matt Quinn shared his thoughts on being part of Coors Light’s Chill Amplified campaign.

Cristine Struble: This Coors campaign is all about “amplifying your chill.” What gets you in a chill mood or how do you amplify your chill?

Mt. Joy/Matt Quinn: Since the beginning of our careers, when we were sleeping on floors we've always looked forward to drinking cold beer together, sometimes just as much as playing our shows. So, we jumped at the opportunity to partner with Coors Light -  the most refreshing beer out there. Their new Chill Amplified program is all about finding ways to connect fans with their favorite artists via winning tickets, offering VIP fan experiences and our upcoming Backstage Six-Pack. 

CS: Summer, a refreshing beverage and music often go hand in hand, what are some favorite moments that you have with summer and music?

Mt Joy: Being out on the road together most of the summer, we get to travel the world and of course play our own shows like our upcoming concert at Red Rocks, but also on off days and at festivals we get to see some of our favorite bands all over the world. I have so many great memories dancing in the crowd to our favorite bands, and being on stage at places like Red Rocks with a beer as cold as the Rockies in hand, enjoying the fruits of our labor together. 

View this post on Instagram A post shared by Mt. Joy (@mtjoyband)

CS: What’s your favorite part about touring and do you have some ways to make it become less grueling?

Mt. Joy: Our favorite part about being on the road is getting to visit some truly amazing places, meeting fans and feeling a part of this amazing community we’re building, that really keeps us going. But it’s true, touring can be grueling, so we try to make sure we set aside some time to hang out and see the sights, have a great meal and take advantage of getting to see the world. 

CS: Do you have any favorite snacks and/or beverages that are always backstage?

Mt. Joy: Besides a case of Coors Light for the band to crack open after a show, we always keep backstage stocked with a good mix of fruits and veggies, trail mix, popcorn. All pretty healthy options to keep us feeling good while traveling. Though we do try to order local delicacies if we’re in a place that has a trademark food!

CS: What’s next for you? Any upcoming projects that you can announce?

Mt Joy: We’re on the road throughout the summer starting with a European and UK tour in June so we’re excited to continue to see new places and meet new fans across the world. We’ll be back to America throughout the summer as well and look forward to kicking it in Red Rocks, one of our favorite venues. 

More information on Coors Light’s Chill Amplified campaign, the special Backstage Six-Pack, and more can be found at coorslight.com/summermusic .

Backstage Six-Pack

Relax like your favorite artists with the limited edition ‘Backstage Six-Packs,’ exclusive backstage essentials curated to kick off the summer of music.

Watch the special extended cut of our Big Game ad, featuring 100 lucky passengers on board the Chill Train.

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Coors Light announces new multi-year partnership with Baltimore Orioles

C oors Light announced a new multi-year deal with the Baltimore Orioles. The new partnership will put Coors Light in center field with the all-new Coors Light Roof Deck - the ultimate in-stadium experience for fans age 21+.

In addition to the Coors Light Roof Deck, the beer brand will:

• Feature the Orioles on limited-edition 18-packs of cans throughout Baltimore County through April (or while supplies last).
• Offer a $0.01 beer rebate* with the purchase of a regular price 16 oz. or 24 oz. can of Coors Light in stadium just in time for the start of the new season (March 27- April 27).
• Have branding throughout Oriole Park at Camden Yards.
• Partner with the team on branded giveaways, including Floppy Hat Hight, and for Early Bird Saturdays happy hour.

Baseball is still America’s pastime and, just like a cold Coors Light, it brings people together for moments both big and small,” said Tom Henehan, Molson Coors Field Marketing Director, Northeast Region in a news release. “We’re excited about our partnership with the Baltimore Orioles, a legendary baseball team with a dedicated and passionate fan base. We look forward to helping O’s fans find moments to Choose Chill this season.

The Baltimore Orioles are excited about our partnership with an iconic brand like Coors Light,” said T.J. Brightman, Senior Vice President, Chief Revenue Officer in a news release. “Together we’ll create memories for our fans as they cheer on the birds this season and future seasons.

*Alcohol purchase required. Must be 21+. Rebate offer valid 3/27/24 – 4/27/24 while supplies last. Maximum of ONE (1) rebate will be awarded per address/household. See https://www.coorslightrebates.com//#/home and enter code 24-24190 for details.