Coors Banquet has reunited with Wrangler for their third collaboration, bringing a shared legacy of authenticity, craftsmanship and hard work to life through a limited-edition apparel collection.
The foundation of the collaboration builds on the brands’ roots in country culture with the addition of award-winning country artist and longtime Coors Banquet fan Chase Rice. From the dusty campgrounds to the front row of the stadium, this collection celebrates the shared heritage of the artists and fans who define the soundtrack of summer with iconic denim, ice-cold Banquet and music on repeat.
At the center of the apparel drop is “Beer Chords,” a first-of-its-kind release that turns a country song into a wearable piece. The jeans feature actual chords from Rice’s new single, “Connie Lou,” printed directly onto the denim using Coors Banquet beer-based ink.
Rooted in the true story of his parents’ early days, “Connie Lou” is inspired by a Western romance shaped by rodeo nights and cold beer. “Coors Banquet has been part of my story for a long time—from my dad holding two Banquets on the cover of the ‘Cowboys’ record to writing songs like ‘Mr. Coors,’ it’s always represented something real in my music. That’s why this collaboration felt natural,” shared Rice. “‘Connie Lou’ is inspired by my parents’ story and the kind of life I grew up around—rodeos, small towns, hard work and cold beer at the end of the night—which is exactly the kind of life Coors Banquet and Wrangler represent, too.”
The Coors Banquet x Wrangler Collection
Blending Wrangler’s timeless feel with Coors Banquet’s Western heritage, the collection features a range of apparel designed to make the perfect country festival season outfit. Alongside the hero “Beer Chords,” the Coors Banquet x Wrangler collection will feature 32 unique pieces, including men’s and women’s apparel and co-branded caps.
“Wrangler has been the unofficial uniform of country music for decades, seen on the legends on stage as well as the fans in the front row,” said Holly Wheeler, vice president of global brand marketing at Kontoor Brands. “Our partnership with Coors Banquet honors that heritage, blending festival style with rugged functionality. This collection is for those who live for the music and the Western lifestyle, designed to withstand the energy of a summer crowd and the grit of the open range alike.”
“Coors Banquet has always been deeply rooted in the moments and stories that shape country culture,” said Matt Carpenter, vice president of marketing for the Coors family of brands. “This collaboration with Wrangler and Chase Rice brings that spirit to life, turning an authentic personal story into something fans can connect with on a deeper level, from the music itself to the craftsmanship behind the ‘Beer Chords.’”
