GOLDEN, Colo.—Coors Credit Union has poured itself a new name: On Tap Credit Union.
“The new name celebrates the credit union’s longstanding brewing heritage while reinforcing its reputation as a community resource offering a wide range of financial products and services ‘on tap’ and ready to serve the needs of its growing membership,” the credit union said in a statement.
Founded 60 years ago to serve employees of Coors Brewery, it now has more than 20,000 members spread across four Colorado counties.
“Our new name reflects the credit union’s brewing heritage and tradition of crafting banking solutions tailored to member needs, and it also celebrates the member loyalty and trust that has made our success possible,” said Tracie Wilcox, On Tap Credit Union president and chief executive officer, in a statement. “We are member-owned and Colorado proud!”
On Tap CU said the new name is part of a new brand positioning to support the credit union’s efforts to further expand its membership and distinguish its product and service offerings from those of other financial institutions. The $220-million credit union said its plans for increasing visibility and service to local communities in its current field of membership, including the renovation of its flagship Golden, Colo., branch and the opening of a new full-service branch in Arvada, Colo., in spring of this year.
“We are enthusiastic about the On Tap Credit Union brand and the opportunities to achieve our long-term vision for continued growth, service to members and involvement in the community,” Wilcox added. “Our name is new, but what is not new is our commitment to our members, including the expert and personal attention that our team delivers to each one of them.”