The Voice that Haunts Every Household for Coors

As football gives way to basketball and baseball, one thing doesn’t change: the beer commercial. A sports fixture, a cold one is as good in an arena or a ballpark as it is at a tailgate. But, only one can give you that western feel: Coors Beer. How? Sam Elliot.

Fresh off an Oscar nom for 2018’s A Star is Born, Sam Elliot is the quintessential character actor. A film staple since the 70s, he’s had bit roles in classics (Butch Cassidy and the Sundance Kid), cameos (The Big Lebowski), and star turns (The Ranch). Regardless of role, Elliot is recognizable—but not because of his mustache. It’s his voice. Elliot has lent his voice to various brands, from RAM Trucks to, most notably, Coors Beer.

Inheriting the responsibility in 2007, Elliot brought his deep, rich voice and “western” charm to the Coors brand—which is brewed in Colorado. The Molson Coors Brewing Company product was only available in the western U.S for many years before national availably in the 90s. That western appeal gave the brand a mystique it wanted to keep. Who better to help than a cowboy with a voice from the Rockies? It’s an aura hard to match and Elliot’s outdoorsy, western persona is the perfect fit.

Whether popping open a Coors in Sacramento, CA, or Harrisburg, PA, while wearing cowboys boots or LeBron’s, watching pigskin or baseball, one thing doesn’t change: Elliot’s smooth, rich voice you hear as you sip that silver bullet beer.