Coors Banquet and Wrangler are teaming up once again, this time transforming country music into fashion with a campaign from TBWA\Chiat\Day Chicago that literally prints song chords onto jeans using beer-based ink.
Yes, actual beer ink.
The latest collaboration between the two heritage brands introduces “Beer Chords,” a limited-edition denim release inspired by award-winning country artist Chase Rice and his upcoming single Connie Lou.
The jeans feature the song’s real guitar chords printed directly onto the denim using ink made with Coors Banquet beer, turning the apparel into what the campaign describes as a wearable piece of music history.
And honestly, it’s exactly the kind of country-meets-brand-culture idea that feels tailor-made for summer festival season.
The campaign builds on the long-running relationship between Coors Banquet and Wrangler, two brands deeply tied to rodeo culture, country music, and Western Americana. But this latest installment pushes further into experiential storytelling by making the apparel collection itself part of the music release strategy.
Before Connie Lou officially drops, fans can first experience the song through the collection.
That means the clothing line effectively doubles as the track’s world premiere. “Coors Banquet has been part of my story for a long time,” Rice said in a statement. “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.”
Inspired by Rice’s parents’ early relationship, Connie Lou pulls heavily from rodeo life, small towns, hard work, and classic country imagery, all themes the campaign leans into visually and tonally.
The full Coors Banquet x Wrangler collection includes 32 pieces spanning men’s and women’s apparel alongside co-branded caps and festival-ready gear.
“Wrangler has been the unofficial uniform of country music for decades,” said Holly Wheeler, vice president of global brand marketing at Kontoor Brands.
TBWA\Chiat\Day Chicago Chief Creative Officer Colin Selikow described the campaign as the ideal collision of country music, Western culture, and iconic American brands. “Add Chase Rice and country music to the mix, and it becomes the perfect collection of everything the brand stands for,” Selikow said.
The campaign also extends the broader “Start Your Legacy” platform from Coors Banquet, which celebrates emerging country artists and Western storytelling. As part of the initiative, aspiring musicians can compete for the opportunity to perform Connie Lou live onstage with Rice.
The entire thing feels engineered for modern country culture:
- music drops
- collectible fashion
- Americana branding
- creator-style storytelling
- festival-ready exclusives
- social-first visuals
Basically, if Yellowstone were a merch strategy.
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