Wrangler® and Coors Banquet® Saddle Up for Western Apparel Line

Rhea-AI Summary

Wrangler (NYSE:KTB) and Coors Banquet have announced their first-ever co-branded apparel collection launching August 21, 2025. The collaboration features over 20 unique pieces including denim vests with Coors-branded embroidery, Western-inspired pullover sweaters, limited-edition Cowboy Cut® Jeans, and graphic t-shirts.

The partnership includes a unique marketing campaign featuring the first-ever national ads painted with Coors Banquet beer by artist Caitlin Hatch. The brands will showcase the collection through the Legends of the West Tour, hosting pop-up events in Dallas (Sept 4), Nashville (Sept 11), and Denver (Sept 25). The collection will be available through Wrangler stores, select western retailers, and online at shop.coors.com and wrangler.com.

Positive

• Strategic brand collaboration leveraging both companies' Western heritage
• Innovative marketing campaign using beer-painted advertisements
• Multi-city promotional tour to drive engagement and sales

Negative

• None.

Limited-release collection honors the spirit of the West and is celebrated with first-ever national ad painted with Coors Banquet beer

GOLDEN, Colo., Aug. 21, 2025 /PRNewswire/ -- From outfitting cowboys for generations to offering the same brewing tradition since 1873, Wrangler^® and Coors Banquet^® know firsthand what it takes to be the best in the West. Now, these two iconic brands are teaming up to create their first-ever co-collection. Introducing the Wrangler x Coors Banquet Collection, a joint salute to the brands' shared craftsmanship and grit, whether it is stitched into a pair of jeans or brewed into a signature, stubby bottle of Banquet.

Available starting August 21, the Wrangler x Coors Banquet Collection will feature more than twenty unique pieces. The designs showcase a Coors Banquet twist on classic Western wear across a variety of items, including denim vests with custom Coors-branded embroidery and patches, pullover sweaters with Western-inspired artwork, classic Wrangler^® 13MWZ Cowboy Cut^® Jeans with limited-edition copper hardware, graphic t-shirts, and more.

"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. 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."

To bring the collaboration to life in a bold new way, Wrangler and Coors Banquet partnered with artist Caitlin Hatch to paint Rocky Mountain Watercolors - hand-painted, Western-style posters that will double as the first-ever national ads made with beer. Each poster was crafted using a custom watercolor blend made with Coors Banquet, the beer made with 100% Rocky Mountain water. The posters spotlight the limited-release apparel, and one was painted in a real rodeo arena. They will be featured in a variety of ad locations throughout the U.S.

"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, Vice President 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 to give fans a chance to experience the collection up-close through a series of pop-up events at local bars in Dallas (September 4), Nashville (September 11), and Denver (September 25). Dubbed the Legends of the West Tour, the experience will feature the full merch line available for purchase online, exclusive giveaways, a surprise musical guest and more.

Fans can bring home a piece of the Wrangler x Coors Banquet collection via a Wrangler store or select western retailers, and online at shop.coors.com or wrangler.com. Ten prints of the one-of-a-kind watercolor art will be made available each weekday at noon CST at shop.coors.com starting August 21 through September 3, while supplies last.

ABOUT WRANGLER
Wrangler ^®, of Kontoor Brands (NYSE: KTB), has been an icon in authentic American style for 75 years. With a rich legacy rooted in the Western lifestyle, Wrangler is committed to offering superior quality and timeless design. Its collections for men, women, and children look and feel great, inspiring all those who wear them to be strong and ready for everyday life. Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, top western outfitters, and online. For more information, visit Wrangler.com.

ABOUT MOLSON COORS BEVERAGE COMPANY
For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life's moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel's Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors' history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions. Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA & APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

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SOURCE Molson Coors Beverage Company

FAQ

What items are included in the Wrangler x Coors Banquet Collection 2025?

The collection features over 20 unique pieces including denim vests with Coors-branded embroidery, Western-inspired pullover sweaters, Cowboy Cut® Jeans with copper hardware, and graphic t-shirts.

Where can I buy the Wrangler x Coors Banquet Collection?

The collection is available at Wrangler stores, select western retailers, shop.coors.com, and wrangler.com starting August 21, 2025.

What cities will the Wrangler x Coors Banquet Legends of the West Tour visit?

The tour will visit Dallas (September 4), Nashville (September 11), and Denver (September 25), featuring pop-up events with merchandise, exclusive giveaways, and surprise musical guests.

How is Wrangler (KTB) marketing the Coors Banquet collaboration?

The collaboration features the first-ever national ads painted with Coors Banquet beer by artist Caitlin Hatch, creating Rocky Mountain Watercolors posters that will be displayed across the U.S.

When will the limited-edition watercolor prints be available for purchase?

Ten prints will be released daily at noon CST on shop.coors.com from August 21 through September 3, 2025, while supplies last.