Behind Coors and Wrangler’s Jeans Washed in Beer
Context really is everything. If you’re out at the bar and you spill some beer on your jeans, it’s rather annoying (even if relatable), as now you’ve wasted some of your perfectly good drink on a pair of pants that won’t appreciate it, and your legs are now wet. However, if you wash your jeans in Coors, or specifically, utilise brewing resources from the brand to create a stylish, vintage look, suddenly, getting beer on your jeans doesn’t seem so bad.
In case you haven’t guessed already, this is exactly what the brand recently did, in partnership with jeans company Wrangler. Combining a custom-made Coors wash with the brand’s ‘Cowboy Cut’ denim represented a collaboration between two businesses who’ve been crossing paths for years – each with a rich history and ethos steeped in Western culture. Not only that, but the work serves to match the rising popularity of Western fashion and cowboy core – drawing positive attention to both sides with a pair of jeans that, frankly, look pretty freaking stylish and comfortable.
To learn more about how this partnership came to life, why it was right for both brands, and what it took to create such a product, LBB’s Jordan Won Neufeldt sat down with Chantel Dick, brand manager of Coors Original for a chat.
LBB> A collaboration between Coors and Wrangler is pretty cool! Where did the idea come from, who approached who, and how did this all get started?
Chantel> The idea for the collaboration between Coors and Wrangler stemmed from the shared history and values of our iconic Western-inspired brands. For years, our brands have been crossing paths at concert stages, rodeos, and in the great outdoors, united by our deep roots in Western culture. With a mutual appreciation for quality and authenticity, the partnership was a natural fit. As Western wear becomes the new cool, it is the perfect time for these two venerable brands to team up and create something truly unique for our fans across North America.
LBB> Tell us more about this shared history! Was there a strong alignment in your respective brand’s ethos?
Chantel> From Coors' origins in Golden, Colorado, in 1873 to Wrangler's iconic denim designs, both brands embody the spirit of ingenuity, grit, and doing what's right – even when it's hard. So, absolutely, this strong alignment of brand ethos made the collaboration feel like a natural extension of our respective legacies.
LBB> From here, how did this lead to the idea of creating some beer-washed pants? Why was this right for both of your brands?
Chantel> The idea of creating a unique product that celebrated our shared history and values at a time when Western lifestyle and culture is more popular than ever was a natural evolution. ‘Beer Wash Jeans’, the first and only Wrangler denim in a Coors wash, was the perfect embodiment of this collaboration. It allowed us to repurpose brewing materials in an innovative way, while Wrangler could showcase its iconic timeless denim. The result is a one-of-a-kind product that authentically represents the essence of both brands and our commitments to quality and craftsmanship.
LBB> With that in mind, what was the actual design process like? How did you ensure the final product would be fashionable, while representing both brands well?
Chantel> The design process was a collaborative effort between our teams, with a focus on staying true to the essence of each brand while creating a product that would resonate with consumers. We started by selecting Wrangler's iconic ‘Cowboy Cut’ denim as the foundation, as it's a timeless and recognisable style that embodies the brand's heritage. From there, we worked closely with Wrangler's design team to incorporate elements that would represent Coors Original, such as the unique wash derived from our brewing process.
LBB> On a technical level, what actually went into producing the beer-washed jeans? How was each pair made?
Chantel> The limited edition Coors wash was created using a material from the brewing process, trub. Typically, trub is separated from the beer, however, for this collaboration, we recognised the potential of trub to provide a rich, distinctive pigment for dyeing the denim. By combining it with an acrylic binder, we were able to create a unique dye mixture that could be applied to the jeans, resulting in the iconic, timeless, vintage look of the ‘Beer Wash Jeans’, while ensuring that each had the perfect lived-in, Western-inspired aesthetic and remained soft and comfortable to wear.
LBB> What challenges have you faced during this project?
Chantel> This was by far one of the most exciting and fun campaigns I have had the privilege of bringing to life during my time at Molson Coors Beverage Company. Given the North American roots of this campaign, we’ve had the pleasure of working alongside our Coors Banquet counterparts in the US market to develop the product and regionalise our campaign approach for maximum impact in Canada. Naturally, this opportunity has also understandably provided some challenges when it comes to regionalising and adjusting the campaign while still ensuring a clear thread and connection between the two markets.
LBB> What lessons have you learned in the making of this campaign?
Chantel> Something that was extremely important to us during this campaign was to stay grounded in our roots and brand ethos. While it’s important to capitalise on timely trends and conversations, it’s equally, if not more important, to stay true to your brand, values and core demographic.
As we looked to launch this programme, we, of course, wanted to capitalise on the rise of cowboy core and widespread interest in country western lifestyle and fashion. However, we knew we needed to do so in a way that remained authentic to who we are as a brand. We needed to focus on what Western culture symbolises and its alignment with Coors Original, which is all about hard work, authenticity, and doing what’s right – something that needed to hang true through every executional element.
LBB> Finally, since launch, how have people reacted to this campaign?
Chantel> We have seen an overwhelming response from consumers across traditional and digital channels to the campaign. It shattered previous records for fan engagement, drawing the highest number of entries for a contest in Canada in 2024.
