The train first appeared in ads in 2005, and since Coors Light “was the fastest volume share gainer in total beer last year,” the time was right to bring the train back, Colucci says.

Ohtani’s foul ball was an unsponsored, unplanned moment – yet Coors Light ended up trending higher than Budweiser, the official MLB beer partner, during the height of the campaign. In the end, ...