GOLDEN, CO: Coors Light is planning to hold a #ToastToFarmers on Friday to celebrate American farmers who grow its ingredients, such as the suddenly controversial and much-talked-about corn.
The beer brand has been bonding with farmers since competitor Bud Light aired a commercial during Super Bowl LIII slamming Miller Lite and Coors Light for including corn syrup in their ingredients.
Before Sunday night’s Grammy Awards, country music duo Brothers Osborne promoted Coors Light in a sponsored tweet, saying they were "raising a toast to the farmers who bring the brews and grub to the table."
Pumped for tonight’s #GRAMMYs Pregame ritual with @CoorsLight raising a toast to the farmers who bring the brews and grub to the table. Our beautiful country is built on y’all. #ToastToFarmers #partner pic.twitter.com/kxZQsRSeKc— Brothers Osborne (@brothersosborne) February 10, 2019
Coors Light retweeted it and followed up with another tweet with more details about the national toast to farmers scheduled for February 15.
Let’s all raise a cold one to the hard working American farmers, like those who help grow our high quality ingredients. Join people across the country in celebrating farmers in a national #ToastToFarmers Friday 2/15. Details to come! #CelebrateResponsibly pic.twitter.com/IjozsHUGw3— Coors Light (@CoorsLight) February 10, 2019
On Sunday night, Coors Light parent MillerCoors sent out a statement to distributors from Ryan Reis, VP of Coors Family of Brands, about its planned #ToastToFarmers.
"Last Sunday, [Bud Light parent Anheuser-Busch InBev] didn’t just attack our flagship brands, they attacked hard-working American farmers who grow our great ingredients," he said. "We’re standing up for our beers, our ingredients, and the farmers who grow them."
A Coors Light representative said details about Friday’s toast are being ironed out and declined to comment further.
"I'm pretty sure they didn't have #ToastToFarmers in their plans eight days ago," said Neil Caskey, VP of comms at the National Corn Growers Association.
Caskey added that his association and the broader agricultural world are "very pleased" Coors Light is planning to hold the event on Friday.
The corn farmers’ association hosted Pete Coors, chairman and chief customer relations officer of the Molson Coors Brewing Company, at its convention in Denver last Tuesday.
The National Corn Growers Association quickly responded to Bud Light following the Super Bowl ad, expressing its disappointment on behalf of America’s corn farmers. On Tuesday, MillerCoors took out a full-page ad in The New York Times to defend itself following Bud Light’s spot. A day later, Bud Light used Twitter to throw shade specifically about corn syrup, implying it was a cheap ingredient used as filler to save money.
Bud Light posted a tweet on Wednesday afternoon mocking Pete Marino, MillerCoors' chief public affairs and communications officer, after he called Bud Light out for using corn syrup in its Bud Light Orange and Bud Light Lime brands.