Relief in Action: Molson Coors supplies aid for service industry | News

As wildfires continue to devastate and burn through LA, some organizations are stepping up to support first responders and service-industry workers affected by the disaster. Molson Coors Beverage Company has pledged $100,000 to aid relief efforts, partnering with programs like the California Restaurant Foundation’s Restaurants Care initiative to provide financial assistance to bar and restaurant employees in Los Angeles. In addition, Coors Banquet and Blue Run Spirits are contributing to wildfire relief funds, while ZOA Energy and Reyes Beverage Group are delivering essential supplies to first responders on the front lines. Together, these efforts aim to bring immediate support to communities impacted by the crisis.

Applications for relief opened on Jan. 14. As part of this effort, Molson Coors will serve as a founding sponsor of the grant program.

“Molson Coors is dedicated to supporting communities in times of need, especially during a natural disaster,” said Michael Nordman, Molson Coors’ senior manager of community affairs.

“We know that these fires had a unique impact on the food and beverage industry, and we wanted to support the staff that either had to close their businesses or face the impact of their business being destroyed by wildfires. When Molson Coors first heard of the fires, it jumped at the opportunity to help those that were affected by loss of work, which is where the Restaurants Care initiative comes in.”

The California Restaurant Foundation, a nonprofit organization established in 1981, has long supported food and beverage workers across the state. In response to the wildfires affecting LA County, the foundation has launched a temporary fund through its Restaurants Care program to provide emergency relief grants to workers in need.

“We are deeply grateful to Molson Coors Beverage Company for its generous donation to Restaurants Care’s Los Angeles Fires 2025 Relief Grants,” said Alycia Harshfield, California Restaurant Foundation president. “This support will make a meaningful difference for restaurant owners and their employees impacted by the devastating fires, helping them to begin rebuilding their lives and find a sense of immediate hope during this challenging time.”

Blue Run Spirits and Coors Banquet have announced contributions to the California Fire Foundation’s Wildfire & Disaster Relief Fund. Coors Banquet, through its longstanding Protect Our Protectors program, has supported wildland firefighters for over a decade, raising more than $2.5 million for firefighting initiatives.

“It’s in the history and DNA of Coors to give back,” Nordman added. “The Wildfire & Disaster Relief just makes sense and complements Coors very well. When disaster strikes, you want to look at the situation on a large scale and figure out how to help. The service industry was heavily affected by the fires, but making donations to the California Fire Foundation, which not only helps the firefighters working to help but to support anyone affected by the wildfires. We wanted to boost their mission and let others know how they can step in and help.”

Molson Coors’ ZOA Energy is also collaborating with beverage incubator LA Libations to provide nearly 15,000 cans of energy drinks to first responders in LA. Recognizing emergency workers’ demand for energy drinks, Reyes Beverage Group bolsters these efforts through a donation match and in-kind product contributions.

These combined efforts address the immediate needs of first responders and service-industry workers impacted by the wildfires in Southern California. By providing financial support, essential supplies and emergency aid, organizations and partners play a role in helping LA recover and rebuild.

“In the face of the LA wildfires, we’re proud to support local bars, restaurants and their staff,” Nordman said. “Molson Coors remains committed to aiding our industry, including the many service-industry workers impacted by the ongoing wildfires in Southern California.”