Wrangler and Coors Banquet entered a new partnership to co-create their first line — the Wrangler x Coors Banquet Collection — which honors the “spirit of the West.”
Available starting August 21, the Wrangler x Coors Banquet Collection features over 20 pieces, including denim vests with custom Coors-branded embroidery and patches, pullover sweaters featuring Western-inspired artwork, classic Wrangler 13MWZ Cowboy Cut jeans with limited-edition copper hardware, graphic t-shirts.
“This collab is all about celebrating the Western spirit that Coors Banquet and Wrangler have lived and breathed for generations,” said Marcelo Pascoa, vice president 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.”
To bring the collaboration to life, Wrangler and Coors Banquet partnered with artist Caitlin Hatch to create Rocky Mountain Watercolors, a series of hand-painted, Western-style posters that will serve as the first national ads featuring beer.
Each poster was hand painted by the artist using a custom watercolor blend made with Coors Banquet beer, “Made with 100 percent Rocky Mountain water.” The posters spotlight the limited-release apparel, with one poster painted in a rodeo arena. The ads will be featured in various locations nationwide.
To watch the artist at work and the video campaign, go here.
“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, VP of Global Brand Marketing at Wrangler. “Coors Banquet & Wrangler share an incredible interwoven western legacy, and this is a unique opportunity to unleash that in a fresh new way.”
Wrangler and Coors Banquet are also hitting the road through a series of pop-up events in Dallas (September 4), Nashville (September 11) and Denver (September 25) to support the launch.
Images courtesy Wrangler x Coors Banquet / Video courtesy YouTube
