Americans might be drinking less beer these days, but that’s only opening up more inventive ways to deal with the surplus.
Wrangler jeans has teamed up with Coors Banquet to create a new category of pants: beer-wash jeans. And, in a bet that someone who wants a pair of these is likely still enjoying a cold one from time to time, the denim comes with a tag that features a bottle opener. It also comes with a variety of patches for people who want to customize their pants.
As you might expect, the jeans are limited-edition, and the companies are running a contest to let fans vie for a pair. If you need the wardrobe addition, head to beerwashjeans.com to enter a sweepstakes. That will run through Oct. 21.
To answer the obvious question: Yep, Wrangler says these jeans were indeed washed in Coors (well, repurposed brewing resources from the beer), noting that “everyone has spilled a little beer on their jeans before; leave it to two trusted friends to take it to a new level.”
“Wrangler and Coors Banquet 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,” John Meagher, vice president of global brand marketing for Wrangler, said in a statement. “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.”
Coors Banquet has been a bit of an exception in the beer industry slowdown. Last year, the 150-year-old brand saw growth of 28% compared to 2022. The company has embraced the cowboy culture (which is the sweet spot for Wrangler), being featured in the TV show Yellowstone and partnering with the Professional Rodeo Cowboys Association.