Coors Banquet and Wrangler Rewrite a Country Song in Denim

​Coors Banquet, long favoured by rockstars and a staple of cowboy culture, reunites with Wrangler, the denim brand that has outfitted generations of Westerners, for their third collaboration. Together, the brands bring 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 long time 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 centre of TBWA\Chiat\Day Chicago's campaign are '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, which is carried through to the 'Beer Chords' in a first-of-its kind way. Before the song officially drops at midnight tonight, the Coors Banquet x Wrangler collection serves as the first place fans can experience 'Connie Lou,' turning the collaboration into both a fashion release and the song’s world premiere.

“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 Chase. “‘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

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 honours 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.”

Colin Selikow, chief creative officer, TBWA\Chiat\Day\Chicago said, “Beer Chords continues a perfect collaboration between two western icons in Wrangler and Coors Banquet. Add Chase Rice and country music to the mix, and it becomes the perfect collection of everything the brand stands for.” 

'Start Your Legacy' campaign

The Coors Banquet x Wrangler collection is the latest iteration of the brand’s creative platform 'Start Your Legacy,' which is rooted in the brand’s Western values and over 150-year history. The ‘Start Your Legacy’ platform is all about inspiring people to take the first step toward something bigger. We bring that spirit to life through our “Connie Lou” cover contest, giving one up-and-coming artist a real shot at the spotlight by inviting them to perform the song live onstage with country music star Chase Rice.

“Coors Banquet has always been deeply rooted in the moments and stories that shape country culture,” said Matt Carpenter, vice president marketing, 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.’”