Western-Inspired Beer Meets Western Wear As Coors® Original and Wrangler® Team Up to Make Beer Wash Jeans

TORONTO, Oct. 08, 2024 (GLOBE NEWSWIRE) -- From concert stages to rodeos and the great outdoors, Coors Original and Wrangler® have crossed paths for years. Now, Western-inspired beer meets authentic Western apparel as the two venerable brands officially collaborate for the first time to introduce Beer Wash Jeans: the first and only Wrangler denim in a Coors wash.

Everyone has spilled a little beer on their jeans before; leave it to two trusted friends to take it to a new level. Using repurposed brewing resources from Coors, each pair of Beer Wash Jeans puts a Coors spin on the classic Wrangler Cowboy Cut jean to deliver a soft, comfortable feel and a timeless, vintage look.

“With shared values like dependability, an honest day’s work and a thirst for adventure, it’s about time we made our collaboration with Wrangler official,” said Leslie Malcolm, Vice President Marketing Canada, Molson Coors Beverage Company. “As timeless Western fashion rises to the forefront of style trends, we’re thrilled to bring Canadians who love Western culture as much as we do a unique opportunity to rock an iconic pair of Wrangler denim with a one-of-a-kind Coors wash.”

For Coors and Wrangler, two brands deeply influential in Western lifestyle and pop culture, partnering was only a matter of time. Coors has long embodied the spirit of the West, inspired by the original recipe born in Golden, Colorado, in 1873. For decades, Wrangler has been an icon of Western style, with a storied history rooted in rodeo culture and the cowboy way.

“Wrangler and Coors are both enduring symbols of the passion and ingenuity of the West, which is why we’re excited to partner with an equally legendary brand,” said John Meagher, vice president of global brand marketing for Wrangler. “It’s a natural fit, but we’ve never paired beer and jeans before, so this is a historic collaboration and a truly special product that consumers will love.”

Each limited-edition pair of Beer Wash Jeans is outfitted with a unique tag that features a Coors Original bottle opener and a patch kit for fans to customize their jeans. Eligible Canadians of legal drinking age can enter for a chance to win* a pair of Beer Wash Jeans for themselves from now until Monday, October 21 at 11:59 p.m. EDT.

*Must be legal drinking age. No purchase is necessary. Mathematical skill-testing question applies. For full contest details, visit coorsoriginal.ca/beerwashjeans.

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 Original, 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 flavoured 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.

About Wrangler
Wrangler®, of Kontoor Brands (NYSE: KTB), has been an icon in authentic American style for over 77 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.

For more information, contact:
Tiffany Luong
Molson Coors
tiffany.luong@molsoncoors.com

Sara Hoffman
Citizen Relations
sara.hoffman@citizenrelations.com

Wrangler PR
WranglerPR@fwv-us.com
919.832.6300

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/ccf908a0-b1d0-420a-ac69-51947c21e715