Coors Banquet and Wrangler Unveil 'Beer Chords' Denim with Chase Rice

Coors Banquet and Wrangler Launch 'Beer Chords' Jeans with Chase Rice

In an innovative fusion of music and fashion, Coors Banquet and Wrangler have teamed up with country artist Chase Rice to unveil the limited-edition 'Beer Chords' jeans. This unique apparel not only pays homage to Rice's passion for both country music and cold beer but marks a historical first in the world of denim by using Coors Banquet-infused ink to print the actual chords from his latest single, 'Connie Lou' directly onto the jeans.

This exciting collaboration celebrates the shared values of authenticity and hard work that both iconic brands represent. Coors Banquet, a longstanding emblem of cowboy culture and beloved by artists ranging from rockstars to country legends, has partnered with Wrangler, a staple in Western wear for generations. The collaboration highlights their dedication to celebrating the Western lifestyle and the stories behind it, particularly as summer festival season approaches.

Chase Rice, an award-winning country artist and lifelong fan of Coors Banquet, adds a personal touch to the collection. His story of growing up around rodeos and small towns resonates deeply within the collection. In a heartfelt statement, Rice shared, "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 star of the collection, the 'Beer Chords' jeans, translates Rice’s music into a tangible experience, enabling fans to literally wear his art. This innovative design not only captures the nostalgia of country music but also offers fans a unique way to connect with the artist and his music. The jeans are part of a broader collection that will also showcase denim jackets, graphic tees, hats, and other attire, all designed with the festival-goer in mind.

Set to launch on May 28, 2026, on shop.coors.com, the collection is making headlines before its official debut. It aligns perfectly with the upcoming festival season, allowing fans to dress the part while enjoying live music. The release comes with a 360-degree marketing campaign, further enhanced by a contest that gives one lucky fan the chance to join Chase Rice on stage to perform 'Connie Lou' live.

In addition, Coors Banquet and Wrangler continue to push the boundaries of marketing with their 'Start Your Legacy' campaign. This creative platform encourages individuals to take steps toward their aspirations, resonating perfectly with the themes of hard work and authenticity deeply embedded within both brands. The campaign's centerpiece offers emerging artists the opportunity to perform alongside Rice, bridging the gap between fandom and potential stardom.

The limited-edition collection includes only 250 pairs of the 'Beer Chords' jeans, with an initial drop of 125 pairs available at noon CT on May 28 and another drop on June 4, while supplies last. As the denim collection makes waves in the industry, fans can expect a vibrant celebration of country music, cold beer, and the summer festival spirit.

As Molson Coors Beverage Company continues to innovate, they emphasize their commitment to crafting beverages that unite people across moments that matter. With the introduction of this exciting apparel line, they aim to create connections that last beyond the music and into everyday life. This partnership with Wrangler highlights a combined vision poised to make waves in both the fashion and music industries, ensuring that every moment people spend together, in jeans or otherwise, is well celebrated.

For more updates on the collection drop and the accompanying contest, fans are encouraged to follow @CoorsBanquet on social media, ensuring they stay in the loop about this one-of-a-kind collaboration and all that it has to offer.