• by Teresa Buyikian , December 6, 2024

Many a bad holiday present has been disguised by extravagant gift wrap. But what if every present’s finishing touch, the bow on top, WAS actually the gift itself? And one that doesn’t totally suck?

Coors Light recently introduced its latest holiday promotion, Beer Bows. The bows are exactly what they sound like: multi-pointed standard bows than generally come in a bag of a dozen or more. Yet the red and white Coors Light-branded bows contain the key to the gift itself: a QR code that, once scanned, leads the recipient to a “Surprise Gift Bundle.” The Bundle is their actual gift—surprise Coors Light merch and a Coors Light gift card

Beer Bows can be purchased for $15 each at the Coors Light shop site at shop.coorslight.com while supplies last. Each Beer Bow comes with the “Surprise Gift Bundle,” which contains both the surprise merch and the gift card, which the recipient unlocks via QR code. Customers are limited to 10 bows per purchase, which are scheduled to be delivered in time for Christmas if ordered by Dec. 15.

Coors has also updated its merch store to include new holiday items, such as a seasonal striped sweater in blue and red with the Coors Light logo across the chest, a Coors Light branded fleece blanket, Coors Light ornaments, scarves, beanies, sweatshirts and pants, a onesie, a bowling ball and a cookie cutter set including shapes of a beer can, the Coors Light chapeau and a snowflake.