- Coors Banquet and Wrangler have launched their third collaboration, this time featuring country artist Chase Rice, centering on a limited-edition "Beer Chords" denim collection timed to Rice's new single, "Connie Lou."
- The "Beer Chords" jeans, limited to 250 pairs, feature song chords from "Connie Lou" printed directly onto the denim using Coors Banquet beer-infused ink, marking a first-of-its-kind product design.
- The campaign falls under Coors Banquet's "Start Your Legacy" platform, supported by paid media across social and streaming audio, plus a cover contest giving one fan the chance to perform "Connie Lou" live onstage with Rice.
- The full collection spans 32 pieces across men's and women's apparel and co-branded caps, available via drops on shop.coors.com.
Chase Rice is making country music history, literally stitched into denim. Coors Banquet and Wrangler have reunited for their third collaboration, this time bringing in award-winning country artist and longtime Coors Banquet fan Chase Rice to anchor the campaign.
Written by Rice alongside Dan Couch and Oscar Charles, “Connie Lou” is a tribute to his mother, tracing the early romance of his parents against a backdrop of rodeos, dance halls, and small-town America, with lyrics that directly nod to both brands. Rice debuted the track for his mother at Red Rocks before its official release, calling it her long-overdue moment in his music.
Rice has been a Coors Banquet brand ambassador since August 2022 and also holds an active partnership with HEYDUDE footwear since June 2023.
His relationship with the brand runs deeper than a deal, he previously wrote a song titled “Mr. Coors” and his father appeared holding two Banquets on the cover of his “Cowboys” record.
Wrangler has an established history of country music tie-ins. Just as Lainey Wilson starred in her own Wrangler collection and fronted a Coors Light campaign, the brand has worked with major country names including George Strait, Lainey Wilson, and Cody Johnson.
Takeaways
This campaign is a masterclass in authentic brand alignment. Rice didn’t just sign a check, he wrote the song, told his family’s story, and premiered it through a pair of jeans. That’s not a typical brand deal; it’s cultural co-authorship.
For Coors Banquet and Wrangler, adding a musician to their third collab smartly upgrades the merch drop into a full music event, complete with a fan contest, a pop-up Nashville launch, and a streaming song drop.
The “Beer Chords” format is genuinely novel, turning a product into a song’s world premiere is a playbook other brands will almost certainly try to copy heading into festival season.
Does tying a song’s debut to a fashion drop change how we think about music marketing? What does it mean for a brand deal when an artist has already been writing songs about a brand for years before signing? As Coors Banquet and Wrangler deepen their collab history, which country artist would be the boldest next choice to carry their next campaign?
