Starting on Thursday, Oct. 27 — also known as National American Beer Day — Coors Light is challenging fans to become the “Chill Harder Champ” and win up to $50,000 doing so.

Dive Brief: Coors Light, owned by Molson Coors, launched “Chill Harder Pays Harder,” a program that will reward over 5,000 consumers with prize money for replicating the brand’s Chill Harder logo in ...