- Coors Banquet continues to reinforce its connection to the American West with a new campaign that ties the brand, jeans and country music.
- Partnering with Wrangler and country music star Chase Rice, the brands are introducing “Beer Chords,” a pair of Wrangler jeans that use Coors Banquet-infused ink to showcase the chords for Rice’s new single, “Connie Lou.”
- The campaign, which will include paid media across social media and streaming audio, is part of Coors Banquet’s “Start Your Legacy” platform. The effort will also include a “Connie Lou” cover contest, with the winner earning a chance to perform onstage with Rice.
The new campaign builds on a partnership Coors Banquet and Wrangler created last year, with a similar merch drop that drove demand, fan engagement and traffic for the beer brand, according to the company. In addition to the printed jeans, the Coors x Wrangler full collection will include denim jackets,graphic tees, hats and other merchandise, available through Coors’ online shop.
“Coors Banquet has always been deeply rooted in the moments and stories that shape country culture,” said Matt Carpenter, vice president, marketing at Coors Family of Brands, in a statement. “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.’”
The campaign will also serve as an introduction for Rice’s single to the general public. Inspired by his parents’ early days, “Connie Lou” tells the story of a Western romance shaped by rodeos and beer. The song will be officially released on Friday, May 29, meaning the Coors x Wrangler collection, which will be available starting May 28, will be the first place fans can experience it.
“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, in a statement. “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.”
