At the start of April, Olive Veronesi, 93, went viral after a photo of her holding Coors Light with a handwritten message that says, "I need more beer," was shared online.

The photo was taken by one of the 93-year-old's family members, had inspired the company to begin a project of virtually sharing a beer to thousands of people in the United States of America, says an article.


Inspiration to Give Some Cold Beer

According to a statement from the marketing director of Coors Light, Chris Steele, after granting the wish of Veronesi, who went viral after asking for more beer, the company realized how they could brighten someone else's day by giving an unexpected beer.

Their inspiration was seeing a lot of people, not only in the United States but also from different parts of the world, saying that they too need some beer. The company believes that the U.S. needs a brief moment of pause and enjoy a cold beer. That is why they will give them some.


The Launch of a New Coors Light Program

Amid the widespread stay-at-home orders, Coords Light decided to launch a new campaign. The program will be giving at least $1 million work of its beer products. This equates to 500,000 cold beers. The program is called '#CouldUseABeer Campaign.'

The campaign allows the public to send cold beer to someone who deserves such refreshment, states Steele.

According to Steele, there will be countless times when you see someone working hard. To do them a good deed, you want to recognize their perseverance and treat them for a beer. However, this is not possible right now due to the COVID-19 pandemic guidelines that the country is imposing. The company offers a free refreshing drink to these hard workers.


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Several Initiatives from the Brand

The campaign is in line with the many other initiatives led by Coors Light. One of these initiatives includes the 'Made to Chill' project. This campaign had help Coors Light to be seen as a beer brand that offers to refresh the spirits of its customers.

Additionally, the brand also launched new 15-second and 45-second advertisements that are currently airing on prime time television. The ad is reminding the public that the country had gotten through tougher challenges in the past and then saying that beer helps. Paul Giamatti narrated the advertisement. It showed some parts of history, such as the time of the Great Depression to the American Revolution, and how beer made the situations a little better.

The current "suckiness of historical proportions" cannot be resolved with beer, shown in the advertisement. However, it can help the people overcome their challenges through beer, says the brand.


How To Give Coors Light Beer to a Friend

For those who want to send a beer to someone they know deserves one, legal-age alcoholic beverage drinkers can make a tweet at a friend. The friend will then receive a rebate amounting to a six-pack Coors Light. However, it should be noted that the offer value is different in some states.