Outbound Collective logo

12 Reasons To Crack A Coors On The Coors Mountain

A beer has never tasted so good.

By: Jennifer Broome + Save to a List

The mountain peak that turns blue when Coors and Coors Light bottles and cans are ice cold is actually real. No, it's not called Coors Peak, but it is in Colorado, where Coors was born. The snow-capped mountain in the Coors logo is really Wilson Peak, which is near Telluride, Colorado. As one of Colorado's 14ers, Wilson Peak is no easy hike, but when you look out from the summit and down that first gulp of your beer...it'll all be worth it. Here are 12 reasons why you should crack a Coors on the Coors mountain.

Photo: Jennifer Broome

1. You get bragging rights

Once you've climbed to the top of Wilson Peak, anytime someone brings Coors to the party, you can say "see that mountain? I climbed to the top of it!"

2. You get to go the distance

If you want to crack a Coors on the Coors Peak, be prepared for an intense, long haul. It is a no-joke hike. Round trip to summit Wilson Peak is 11 miles including Class 3 to 4 scramble. Wilson Peak is one of Colorado’s 14,000 foot peaks, commonly called 14ers. In addition to plenty of water, you will most likely want trekking poles for this hike.

3. You get to enjoy sunrise

As with any 14er in Colorado, you should begin your journey in the pre-dawn hours so you can summit before noon and beat afternoon storms. Especially with a 10-miler, an early start is critical. Start at Rock of Ages Trailhead at 4-4:30am. Elevation is 10,383 feet. You will need a headlamp to hike in darkness through Elk Creek Basin. Watching sunrise on a hike is always beautiful, but seeing one from 11,500 feet or higher standing in a scree field as you make your way through Silver Pick Basin is stunning.

Photo: Jennifer Broome

4. You get solitude

It is one of the less traveled 14ers because of its remoteness and difficulty. 15 people on the the route is considered a busy day.

5. You get to see mining ruins

At 12,100 feet is a crumbling stone house from the Silver Pick Mine. From the mid-1800s to early 1900s, miners hunted for gold and silver in the rocky cliffs surrounding the basin.

6. You get to hike through snow, even in summer

From 12,100’ to the Rock of Ages Saddle at 13,000’ there are some snow fields even in late summer. By late July you can usually traverse though these with no crampons. However, it's a good idea to take ice axes just in case. The hiking up to 13,000’ is Class 1 to 2. Technically this part is not difficult, but it is long with the bulk of the mileage from trailhead to saddle.

7. You get amazing views of other peaks

As you reach the Rock of Ages Saddle at 13,000 feet, you get incredible views of Gladstone, Mount Wilson, and El Diente peaks.

Photo: Jennifer Broome

8. You get to traverse a rocky slope

From the Rock of Ages Saddle up to a ridge at 13,550’, you get a combination of traversing and scrambling. A climber comfortable with exposure could do the slope without ropes. Anyone scared of heights or not completely comfortable on rocky slope terrain should use ropes.

9. You get a breather before the hardest part

You get a breather on the ridge up to the false summit at 13,900’. Catch your breath, envision that beer, and get ready for the final push.

10. You get Class 3-4 climbing

As you crest the false summit, you see the most difficult part of the climb. From the false summit to the real summit is Class 3 to 4 climbing. You have to down climb about 50’ from the false summit, cross some difficult rock below the ridge, and then climb up the final stretch to reach the summit at 14,017’ high.

11. You get stellar 360 degree views

The panoramic views from the summit are breathtaking as you can see for miles on a sunny day, even all the way to the La Sals in Utah.

12. You get to crack a Coors

In addition to helmet, ropes, and trekking poles, don’t forget to put a Coors in your pack. You can’t climb the peak on Coors and not Crack A Coors on the summit of Wilson Peak! Hotel Telluride has a “Crack A Coors” package including hotel stay, gourmet lunch for the hike, post-hike massage, and a professional guide from San Juan Outdoor Adventures/Telluride Adventures. If you are a first timer on this mountain a guide is a good idea. Karl Welter with San Juan Outdoor Adventures/Telluride Adventures is phenomenal.

Photo: Jennifer Broome

We want to acknowledge and thank the past, present, and future generations of all Native Nations and Indigenous Peoples whose ancestral lands we travel, explore, and play on. Always practice Leave No Trace ethics on your adventures and follow local regulations. Please explore responsibly!

Do you love the outdoors?

Yep, us too. That's why we send you the best local adventures, stories, and expert advice, right to your inbox.


Hiking in comfort: a review of Danner Mountain 600 Evo boots

Meghan White

A peek through God's window

Heather Arnold

A golden happy hour on the California coast

Hannah Sibley

Lake Tahoe's trifecta: 3 Days of adventure at Zephyr Cove

Ranz Navarro

10 Ways to make camping in Yosemite National Park even better

Meghan White