This might be the most country crossover yet. Coors Banquet and Wrangler have reunited for their third collaboration, teaming with award-winning country artist Chase Rice on a limited-edition apparel collection built around their shared Western heritage. The headline piece turns a song into something you can wear.
The centerpiece is wild. “Beer Chords” are jeans featuring the actual chords from Rice’s new single “Connie Lou,” printed directly onto the denim using ink infused with Coors Banquet beer, a first-of-its-kind design. The collection doubles as the song’s world premiere too, giving fans their first taste of “Connie Lou” before it arrives as a surprise release across all platforms May 29.
The song carries personal weight. Rooted in the true story of his parents’ early days, “Connie Lou” draws on a Western romance shaped by rodeo nights and cold beer, which gets carried straight onto the denim. Rice said Coors Banquet has long been part of his story, from his dad holding two Banquets on the cover of the Cowboys record to writing songs like “Mr. Coors,” which made the partnership feel natural.
The full lineup runs deep. Blending Wrangler’s timeless feel with Coors Banquet’s Western roots, the Coors Banquet x Wrangler Collection features 32 unique pieces, including men’s and women’s apparel and co-branded caps, with highlights like the Denim Jersey, the Brushpopper Cowboy Cut Work Shirt and the Men’s Wrangler 13MWZ Cowboy Cut Jeans.
Holly Wheeler, VP of Global Brand Marketing at Kontoor Brands, called Wrangler the unofficial uniform of country music for decades, seen on the legends onstage and the fans in the front row, and said the collection is built to withstand a summer crowd and the open range alike.
The campaign adds a real prize. As part of Coors Banquet’s “Start Your Legacy” platform, a “Connie Lou” cover contest will hand one up-and-coming artist the chance to perform the song live onstage with Rice. The collection, including 250 total pairs of Beer Chords, drops in batches of 125 at shop.coors.com starting at noon CT on May 28 and June 4 while supplies last.
