Molson Coors books its first Super Bowl ad since 1989

Goodbye Clydesdales, hello Rocky Mountain freshness. For the first time in more than 30 years, football fans will see an ad from Molson Coors Beverage Co. air during the Super Bowl in 2023.

The Colorado-founded beer giant recently announced it has purchased an ad spot during one of the most watched — and most expensive — events of the year thanks to Anheuser Busch-InBev ending an exclusivity agreement that’s been in place since 1989.

Molson Coors will air a 30-second ad, according to Bloomberg; a spokesperson for the company declined to reveal to the news service how much it paid for the slot, however.

“After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” said Michelle St. Jacques, Molson Coors’ chief marketing officer, in a statement posted online.

Those efforts include opening a Miller Lite bar “in the Metaverse” for Super Bowl LVI in 2022 and trolling Michelob Ultra by encouraging viewers to type “the world’s longest browser URL” during its competitor’s commercials. The company even went as far as trying to advertise in people’s dreams, as if consumers aren’t inundated with Coors Light commercials already.