The Wrangler and Coors groups wash their jeans with beer
Americans can drink less beer today, but that only opens up more creative ways to deal with overcapacity.
Wrangler jeans has teamed up with Coors Banquet to create a new type of pants: Beer wash jeans. And, betting that someone who wants a pair of these might still enjoy the occasional cold treat, the denim comes with a tag featuring a bottle opener. It also comes with multiple patches for those who want to customize their pants.
As you might expect, jeans are limited edition and the companies are holding a contest for fans to compete for a pair. If you need to replenish your wardrobe, come beerwashjeans.com to participate in the prize draw. That will last until October 21.
To answer the obvious question: Yes, Wrangler says that these jeans were actually washed in Coors (well, beer is reused), noting that “in the past people both spilled some beer on their jeans; Let two trusted friends take it to the next level.”
John Meagher, vice president of global brand marketing for Wrangler, said in a statement: “Wrangler and Coors Banquet are both enduring symbols of Western passion and ingenuity, which is why why we are so excited to partner with an equally legendary brand.”. “It’s a natural fit, but we’ve never combined beer and jeans before, so this is a historic collaboration and a truly special product that consumers will love. prefer.”
Coors Banquet is an exception in the context of the beer industry’s decline. Last year, the 150-year-old brand saw 28% growth compared to 2022. The company has embraced cowboy culture (which is a selling point for Wrangler), which was featured on the show television yellow stone and a partnership with the Professional Rodeo Cowboys Association.
