On the heels of launching collections with Whataburger, Pit Viper and country music star Lainey Wilson, Wrangler has launched its first-ever co-branded collection with Coors Banquet.
The Wrangler x Coors Banquet Collection features over 20 men’s and women’s styles, blending the rich Western heritage of two iconic American brands. The collection highlights Coors Banquet’s Colorado roots with its classic logo, paired with Wrangler’s signature Western denim fits for a timeless, rugged look.
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“This collaboration reimagines classic Wrangler styles for a new generation, blending the rugged heritage of Western wear with the laid-back spirit of American leisure,” said John Meagher, Wrangler’s VP of global brand marketing. “Coors Banquet and Wrangler share an incredible interwoven western legacy, and this is a unique opportunity to unleash that in a fresh new way.”
Highlights in the collection include denim vests and jackets with custom Coors-branded embroidery and patches, pullover sweaters with Western-inspired artwork and the Wrangler 13MZ Cowboy Cut jeans with limited-edition copper hardware. Graphic tees and hoodies round out the line.
Wrangler and Coors Banquet bring the collection to life in a nostalgic yet unconventional way. The brands partnered with artist Caitlin Hatch to paint “Rocky Mountain Watercolors,” a series of Western-style posters that double as the first-ever national ads made with beer. Hatch used a custom watercolor blend made with Coors Banquet beer to paint each poster.
The posters will be featured in a variety of ad locations throughout the U.S. Consumers can also score prints of the watercolor art. Ten prints will be made available each weekday at noon CST at shop.coors.com from Aug. 21-Sept.3, while supplies last.
Additionally, the brands have a series of activations planned to support the launch.
Wrangler and Coors will be hitting the road throughout September to give consumers chance to experience the collection up-close through a series of pop-up events at local bars in Dallas, Nashville and Denver. Named the “Legends of the West Tour,” the bar experience will spotlight the full Wrangler x Coors Banquet range available for purchase online, exclusive giveaways, a surprise musical guest and more.
“This collab is all about celebrating the Western spirit that Coors Banquet and Wrangler have lived and breathed for generations,” said Marcelo Pascoa, VP of marketing for the Coors Family of Brands. “We’re thrilled to partner with Wrangler to help our fans connect with Banquet beyond the bottle. Whether it’s at a rodeo, your local bar, or an everyday moment, this collection lets fans wear the Banquet legacy on beloved Wrangler pieces.”
