If you think Red Bull and Monster are the first beverages to align themselves with daredevil sports…you’d be wrong.

Exhibit A: This 1979 commercial that aired on TV featuring everything from a kayaker shooting rapids in a hockey helmet to a skier throwing a 360 in a mogul field to a heavily mustached cowboy riding a bucking bronco and then tapping the Rockies. There’s been loads of beverage companies since that have co-opted rad activities to sell more product but Coors was the first. Taste The High Country:

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