The alcoholic beverage industry is experiencing one of its most significant slumps yet, with sales steadily declining and hitting record lows. In an effort to revitalize their businesses, many companies are branching out into new categories and collaborating outside their usual market.
Hence, Coors beer has teamed up with Kontoor Brands' (KTB) apparel brand Wrangler to launch the first-ever Wrangler x Coors Banquet Collection, a limited-edition clothing line of 20 pieces with Coors branding, inspired by classic Western wear.
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“This collab is all about celebrating the Western spirit that Coors Banquet and Wrangler have lived and breathed for generations,” said Molson Coors Vice President of Marketing Marcelo Pascoa in an announcement. “We're thrilled to partner with Wrangler to help our fans connect with Banquet beyond the bottle.”
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Wrangler x Coors Banquet Collection
- Denim vests with custom Coors-branded embroidery and patches
- Pullover sweaters with Western-inspired artwork
- Wrangler 13MWZ Cowboy Cut Jeans with limited-edition copper hardware
- Graphic t-shirts with retro beer branding
The first-ever Wrangler x Coors Banquet 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.
The alcoholic beverage industry faces ongoing sales declines
The launch of this collection comes as the alcoholic beverage industry struggles with ongoing sales declines after it peaked during the Covid pandemic, which saw spikes in sales.
Alcohol consumption has steadily decreased in the years since, driven by shifting consumer preferences, inflation, and economic uncertainty.
Now tariffs have become yet another factor affecting the alcohol industry.
According to NielsenIQ, total alcohol sales dropped 3% in the first half of 2025. The Brewers Association reported a 1% decline in U.S. beer production and imports in 2024, while craft brewer volume sales declined by 4%.
One of the companies feeling the impact is the Molson Coors Beverage Company (TAP) , the Canadian-American multi-drink and brewing giant behind brands like Miller Lite, Blue Moon, Coors Light, and of course, Coors Banquet.
Molson Coors bets on brand partnerships amid beer industry slump
Despite being the world's third-largest brewer, Molson Coors has struggled with multiple sales declines over the last 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%.
To fight against the overall liquor industry decline, Molson Coors has been diversifying its portfolio by launching non-alcoholic beverages and partnering with brands in other markets.
Last year, Molson Coors joined forces with Australian brand Naked Life to launch a new non-alcoholic beverage and bought a majority stake in ZOA, a better-for-you energy drink co-founded by Dwayne “The Rock” Johnson.
Recently, the company expanded into other consumer categories by partnering with Kellanova's (K) Pringles to introduce two new beer-infused chip flavors featuring Miller Lite.
By teaming up with Wrangler, Molson Coors is adding a new revenue stream, expanding into a new consumer market and retail category, and boosting brand visibility to drive potential sales growth.
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