Fans 21 years old and older can book a seat on the beer train, for free, by visiting www.CoorsLightChillTrain.com following a teaser that will air during Sunday’s NFC Championship game on Fox. The brand will make additional batches of seats available every day at 1 p.m. EST through Feb. 2, with ticket vacancies appearing like seats on an airline app. Seats will be filled on a first-come-first-served basis, according to the brand, which did not specify how many seats will be made available at a time.
Since winning passengers will officially be in an ad, they will receive an actor’s contract and $500 in talent fees, in addition to commemorative swag.
“Who’s on it? What’s going on? And where is it going? I think will be a surprise for everyone,” Colliton said.
The Super Bowl ad comes as Coors Light is riding high on volume and dollar-share gains realized while its rival Bud Light faltered in 2023. Coors Light gained 0.7 percentage points in dollar market share in 2023, ending the year at 5.8% beer market share, the largest yearly jump in beer after Modelo Especial (which now has 8.7% share), according to in-store sales data tracked by NIQ reported by Beer Business Daily. Resuscitating the train recognizes that progress while emphasizing the theme of refreshment the brand has pushed since introducing the “Made to Chill” campaign in 2019.
The brand’s recent performance was an “inspiration for the idea,” Marcelo Pascoa, VP of marketing for Molson Coors, said in an interview. “We were always talking about an idea that could meet this unprecedented momentum that we’re experiencing in the business.”