Coors is helping entrepreneurs start their legacy

All great business legacies have to start somewhere, and Coors is inviting budding entrepreneurs to start creating theirs with a new contest.

The “Coors Original Legacy Lift” is offering Canadian business owners the opportunity to make their best elevator pitch to one of Molson Coors Canada’s senior executives for a chance to earn a $40,000 grant and a one-on-one mentorship session with David Coors, a fifth-generation member of the Coors family and executive chairman of Coors Spirits Company.

Entrepreneurs are being invited to create a 150-second video—a number that coincides with the 150th anniversary of Coors’ original 1873 recipe—talking about their business, how they plan to build a lasting legacy, and the positive impact they believe their business will make on the world.

Five finalists will then be invited to Toronto to share their elevator pitch with Leslie Malcolm, senior brand director at Molson Coors Beverage Company. The winner will receive $40,000 and a meeting with the Coors family scion.

“Legacy means a lot to us in the Coors family, and being a part of a legacy that spans 150 years is both an honour and privilege,” said Coors in a release. “Having built several brands from the ground up, we know there is no easy road to take or simple recipe to success. It is incredibly important to us to inspire and support the next generation of innovators, and the Coors Original Legacy Lift is an opportunity to do just that.”

Coors chose the $40,000 figure because it represents the average annual spend by small business owners in their first year of business, according to Shopify research.

The brewer said that it is seeking Canadian businesses with the potential to make a “lasting impact” on their community. Owners selected should also demonstrate “passion for their craft and clear grit, courage, conviction, and willingness to persevere through hardships.”

The competition is being supported by a campaign called “Start Your Legacy” that is running through September across online video, social, Spotify podcasts, and out-of-home in Calgary and Toronto. Citizen Relations developed the “Coors Original Legacy Lift” campaign, with assists from Volt for social and Wavemaker for media. DDB Chicago provided creative for the “Start Your Legacy” campaign.

Chris Powell