- Lainey Wilson stars in a new "UNGRWM" (Get Unready With Me) ad spot for Coors Light, filmed as she winds down post-show and teases her Netflix docuseries, Keepin' Country Cool.
- The campaign extends a multi-year brand ambassador relationship between Wilson and Coors Light that dates back to January 2024, when the brand signed her as the official partner for her Country's Cool Again tour.
- Wilson's growing brand portfolio now includes Wrangler, Whataburger, her own Golden West boot label, and The Jewelry Group.
- Coors Light continues to stack music partnerships, recently teaming with Shaboozey for a "Chill on Shuffle" charity drop and LL Cool J for its iconic "Chill Train" campaign.
Lainey Wilson is back in front of the camera for Coors Light, and this time, it’s personal. The brand’s new ad spot, styled as a “UNGRWM” (Get Unready With Me), follows the Grammy-winning Louisiana native as she peels off her stage look after a high-energy show. It’s candid, it’s cool, and right on brand.
Wilson has served as a lead Coors Light ambassador since January 2024, when the brand signed her for a multi-year partnership that included her Country’s Cool Again tour, exclusive merch, digital campaigns, and out-of-home advertising.
The new spot deepens that relationship, giving fans a glimpse into her real post-show routine while she teases her new Netflix docuseries.
Lainey Wilson: Keepin’ Country Cool began streaming on Netflix on April 22, charting her 14-year journey from a small-town Louisiana dreamer to a Grammy-winning superstar.
For fans who want more on Wilson’s brand deals, check out how she launched her fourth Wrangler collection and her Golden West boot line and how she fronted Whataburger as a 2025 ambassador celebrating Southern hospitality.
On the Coors Light side, the brand has been aggressively building its music portfolio. The brand teamed with Shaboozey for a limited-edition “Chill on Shuffle” tee drop, with a portion of proceeds going to Musicians on Call.
Before that, Coors Light brought back its iconic “Chill Train” campaign featuring LL Cool J as conductor, alongside Wilson’s Super Bowl cameo in that same spot.
Wilson enters summer 2026 on a serious roll. Her recent ACM haul included Entertainer of the Year for a second consecutive time, Female Artist of the Year for the third year running, Album of the Year for Whirlwind, and Artist-Songwriter of the Year.
She is set to headline the 2026 Concert for Legends at Tom Benson Hall of Fame Stadium on August 9.
Takeaways
The “UNGRWM” format is a sharp creative move, it meets fans exactly where they already are on social media while letting Wilson’s authenticity do the heavy lifting. Pairing the spot with a Keepin’ Country Cool tease turns a beer ad into a two-for-one cultural moment.
For Coors Light, Wilson remains the anchor of a portfolio that’s increasingly diverse, from Kane Brown to Shaboozey to LL Cool J, proving the brand is actively courting multiple music fanbases at once.
Wilson, meanwhile, keeps stacking deals that feel organic rather than transactional, which is what keeps her commercial brand as credible as her country one.
Does the “UNGRWM” format work better for a beer brand than a traditional ad, and why? With Wilson now on Netflix, Coors Light, Wrangler, Whataburger, and two product lines of her own, is she building the most diversified brand portfolio in country music right now?
