Molson Coors launched Coors Seltzer and said for every 12-pack sold 500 gallons of water will be restored. At least 1 billion gallons will be restored during the first year, the company said.
Coors Seltzer is partnering with Change the Course, a program of the national nonprofit the Bonneville Environmental Foundation that specializes in helping its partners implement water restoration and conservation programs and is the leading national corporate water restoration and engagement campaign.
The program will first target 16 iconic river basins within 14 states, including projects for the Colorado, Missouri, Sacramento, and Chicago Rivers. Supported projects are focused on modernizing irrigation, enhancing in stream flows, removing barriers, reducing pollution, and restoring fish and wildlife habitat.
To celebrate Coors Seltzer’s launch, the brand plans to make an impact. This past summer, America drank 87 million gallons of hard seltzer,* but most of that drinking didn’t do much good. So, Coors Seltzer is going to help get America’s hard seltzer craze to “water neutral” by footing the bill on 175,000 12-packs to restore all of that hard seltzer volume consumed.