✓ After last year’s successful Beer Wash Jeans collaboration, Wrangler and Coors Banquet are partnering for a limited-release Western apparel collection
✓ They’re promoting the collaboration with ‘Rocky Mountain Watercolors,’ the first national ads painted with literal beer
✓ Coors Banquet continues its remarkable performance, growing share for 16 consecutive quarters
We know you’ve heard this before, but Coors Banquet is on a roll.
The brand has had 16 consecutive quarters of share growth as one of the fastest growing major beer brands in the U.S. and was a top 5 volume share growth brand in Q2. It also grew 14.8% in dollar sales versus the previous year for the 13 weeks ending July 27, according to Circana.
And with all that success, the brand has never wavered from its over 150-year legacy. From being produced in Golden, Colorado since 1873 to only using 100% Rocky Mountain water, the brand’s foundation remains strongly rooted in the American West.
Now Banquet is continuing its partnership with another brand synonymous with cowboys and craftmanship: Wrangler.
Last year, the two companies unveiled Beer Wash Jeans, which were washed in actual Coors beer. This year, Wrangler and Coors Banquet are going bigger, releasing a full Western apparel collection.
Inspired by both brands’ decades-long roots in the West, the Wrangler x Coors Banquet Collection is a joint salute to the brands’ shared craftsmanship and grit. The limited-release line features more than twenty pieces, including Wrangler Cowboy-Cut jeans with copper hardware, denim vests with Coors-branded embroidery, pullover sweaters with Western-inspired artwork and much more.
The line is available for purchase at Wrangler stores nationwide, along with other brick and mortar stores where Wrangler is sold. It’s also being sold online at both shop.coors.com and wrangler.com.
Vice President of Marketing for the Coors Family of Brands Marcelo Pascoa says that the collaboration works because both brands share the same independent Western spirit.
“This collab is all about celebrating the Western spirit that Coors Banquet and Wrangler have lived and breathed for generations,” says Pascoa. “[Banquet] is also the fastest growing beer brand with 21+ Gen Z consumers, and this collaboration helps us continue to resonate with those drinkers and many more. 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.”
Introducing the first national ads painted with beer
To promote the launch, Wrangler and Coors Banquet will also release the first-ever national ads made with beer. “Rocky Mountain Watercolors” are a series of hand-painted Western-themed posters that artist Caitlin Hatch painted using actual Coors Banquet.
“These prints celebrate the Western spirit, and what better way to do that than by painting them using a custom watercolor blend made with Coors Banquet, a beer that has been brewed with 100% Rocky Mountain water since 1873?” says Pascoa.
The prints will spotlight the limited-release Wrangler collection and will appear nationally online and in out-of-home ads.
The next frontier
Coors Banquet and Wrangler will also take the items on the road as part of their “Legends of the West Tour,” a series of pop-up events at bars in Dallas (9/4), Nashville (9/11) and Denver (9/25). 21+ consumers will be able to browse the full line and sign up for giveaways while sipping Banquet.
Pascoa adds that Banquet fans already wear the brand’s merch proudly at music festivals, gatherings and in their everyday lives, and by teaming up with Wrangler, they’ll have even more options.
"Not only does Coors Banquet have deep roots in the West, but it also has dedicated fans that love to wear that legacy," he says. "This line adds another iconic Western brand that shares the same attention to craftsmanship."