From the Mountains, With Chill: How Coors Light Reclaimed Relevance in Puerto Rico
(A Smart Use of Culture, Community, and Cold Beer)
When your product is seen as “my dad’s beer,” and your core consumers are trading down due to economic pressure, what do you do? If you're Coors Light in Puerto Rico, you don’t fight the perception. You reframe it. You climb the mountain—literally.
The Challenge
Coors Light needed to reconnect with 18–24 year olds without alienating their loyal base of 25+. That meant going beyond traditional branding and embedding themselves into a cultural ritual that felt local, emotional, and real.
The Insight
Puerto Ricans love heading to the mountains to celebrate the holidays. These road trips, parties, and gatherings in cold-weather spots are more than tradition—they're identity. And that made them the perfect terrain to reposition Coors Light’s Rocky Mountain roots.
The Solution
The brand launched “De la Montaña Venimos” as a rallying cry for a new kind of holiday celebration—infused with cold cans, party buses, and exclusive mountain experiences.
Content spanned Instagram giveaways, low-barrier UGC invites, and live activations tied to real points of sale in the hills. The payoff? An exclusive invite-only party at Asador San Miguel and over 200 pieces of organic content created by fans.
They didn’t just show up in the feed—they showed up on the road, at the bar, and in the mountains.
The Results
+37% recall of the campaign slogan
+11% lift in “most refreshing beer” perception
+8% ad recall
+5% sales increase at strategic POS
540+ new followers and hundreds of UGC posts with no paid prompt
Final Word
De La Montaña Venimos proved that local culture isn’t a theme—it’s a route to relevance. Coors Light earned its way back into young consumers’ rituals not by talking about refreshment, but by becoming part of the celebration itself.
The competition was speaking louder. Coors Light simply got closer—by meeting fans where they go, not just where they scroll. The next move? Turn your cultural insight into activation terrain—and build memory by living in the moment, not above it.
