Molson Coors wants you to “just bring the beer” with the new Lager Luggage Collection | News
Summer travel is supposed to be worry-free, but for most, the stress starts before you even leave. Jammed suitcases. Highway traffic. Long lines. We’ve all been there. In fact, 70% of Americans admit that packing stresses them out and they tend to overpack.
Just in time for the busy summer travel season, Molson Coors, brewer of Coors Light, Miller Lite, Miller High Life, Coors Banquet and Blue Moon, is cutting through the chaos with a simple reminder: “Just Bring The Beer.” Introducing the Lager Luggage Collection: a range of limited-edition travel essentials designed to make summer travel a little lighter and more fun, with ice-cold beer.
Each piece from the Lager Luggage Collection functions as a cooler and is designed to carry and keep your favorite beer(s) cold this summer wherever you go, whether that’s the beach, the backyard or somewhere in between. The collection includes:
Lager Baggage: Wherever summer takes you, your beer should travel as if it were booked first class. This fully insulated suitcase is built to carry your most important items (a 24-pack). Equipped with a cup holder, all-terrain wheels and a telescopic handle, your beer is sure to travel in style over sand, grass, docks and questionable shortcuts, all without breaking a sweat.
Hold My Beer Sling Bag: Small but mighty, this insulated crossbody is built to carry your most essential cargo (a perfectly chilled bottle), because sometimes all you need within reach is… a beer.
Beer Me Beach Bag: the ultimate ‘pack light’ hack. This bag can hold (and cool) a 6-pack of your favorite brews, so when someone inevitably says “beer me,” you’ll have the answer in your hands faster than they can lean back on their beach chair.
Shower Brew Caddy: Nothing says vacation more than a shower beer after a long day in the sun. This insulated caddy ensures that your post-sun rinse gets a perfectly chilled reward. Simply unzip and hang in your bathroom for easy access.
Just Bring the Beer Tag: a bag tag that is easily recognizable and reminds you of the most important thing to take with you on vacation: beer. Clip it to your bag and use it to open a beer as soon as you arrive, because happy hour starts now!
“Forget overpacking and overthinking your summer vacation, we want you to keep it simple and just bring the beer,” said Sofia Colucci, Chief Marketing Officer at Molson Coors. “That’s what our Lager Luggage Collection is all about. Summer is short and we want to give you more moments to connect with friends and family over a beer. Why stress when you can just sit back with a cold drink?”
JUST BRING THE BEER
The Lager Luggage Collection puts a new spin on Molson Coors’ “Just Bring The Beer” portfolio platform, which launched during the 2025 holiday season. The platform is rooted in the idea that beer is the most foolproof way to rise to any occasion and foster authentic connections.
This summer version creates a playful solution for the chronic overpackers and planners, so that they can easily enjoy their holidays with a cold in hand. “Just Bring The Beer” spans paid social, OOH, retail, organic content and PR to reinforce one simple idea: wherever summer takes you, the best moments come from good friends, good times and cold beer.
“Just Bring the Beer is our way of keeping beer top of mind when it matters most,” said Sofia Colucci, Chief Marketing Officer of Molson Coors. “From summer weekends to holiday gatherings, we encourage drinkers to show up and connect simply by enjoying a beer.”
HOW TO JUST BRING THE BEER
Fans aged 21+ can purchase the Lager Luggage Collection from May 19 at the virtual baggage carousel on JustBringtheBeer.com. Collectibles range from $5 to $100, whether you’re looking for maxed-out brews or prefer your beer packed lightly. Quantities are limited and available while supplies last. Visit @molsoncoors on social media for more information and to follow along.
