Coors Beer and Wrangler Join Forces in New Clothing Line Amid Declining Alcohol Sales

Coors beer has collaborated with Kontoor Brands' Wrangler apparel brand to launch a limited-edition clothing line, the Wrangler x Coors Banquet Collection, to revitalize their business amidst the alcoholic beverage industry's decline. The collection features 20 pieces with Coors branding, inspired by classic Western wear. Molson Coors aims to connect with fans beyond the bottle and fight against the overall liquor industry decline.

Molson Coors Beverage Company (TAP) and Kontoor Brands' apparel brand Wrangler have announced a partnership to launch the Wrangler x Coors Banquet Collection, a limited-edition clothing line featuring 20 pieces with Coors branding. The collection, inspired by classic Western wear, aims to revitalize Molson Coors' business amidst the ongoing decline in the alcoholic beverage industry [1].

The collaboration is a strategic move by Molson Coors to connect with fans beyond the bottle and combat the industry's sales slump. The alcoholic beverage industry has faced significant challenges, including declining sales, shifting consumer preferences, inflation, and economic uncertainty. According to NielsenIQ, total alcohol sales dropped 3% in the first half of 2025, while craft brewer volume sales declined by 4% [1].

Molson Coors, the third-largest brewer in the world, has struggled with multiple sales declines over the past few quarters. In the second quarter of fiscal 2025, it reported a 2.6% decline in US sales year over year, with brand volumes down 5.3% [1]. To combat this, the company has been diversifying its portfolio by launching non-alcoholic beverages, partnering with other brands, and expanding into new consumer categories.

The Wrangler x Coors Banquet Collection will feature denim vests with custom Coors-branded embroidery and patches, pullover sweaters with Western-inspired artwork, classic Wrangler® 13MWZ Cowboy Cut® Jeans with limited-edition copper hardware, and graphic t-shirts. The collection will be available for a limited time from August 21 through September 3 at Wrangler retail stores, select western retailers nationwide, and online via both Coors and Wrangler websites [2].

To promote the collection, Wrangler and Coors Banquet partnered with artist Caitlin Hatch to create hand-painted, Western-style posters using a custom watercolor blend made with Coors Banquet. The posters will be featured in a variety of ad locations throughout the US and will be available for purchase online [2].

The collaboration is part of a broader trend in the alcoholic beverage industry, where companies are branching out into new categories and collaborating with brands outside their usual market to revitalize their businesses [1].

References:

[1] https://www.thestreet.com/retail/coors-beer-drops-new-business-as-alcohol-sales-decline

[2] https://www.marketscreener.com/news/wrangler-and-coors-banquet-saddle-up-for-western-apparel-line-ce7c51d3d189fe22