Chase Rice paid tribute to his late father on the cover I Hate Cowboys & All Dogs Go To Hell, showcasing the cowboy proudly holding two Coors Banquets during a Wyoming adventure, it was only a matter of time before the woman on the other side of the camera earned her own homage. With “Connie Lou,” arriving at midnight, he honors his mother while leaning into the story of his parents’ early days together. Pre-add / pre-save HERE.
Written by Rice alongside Dan Couch and producer Oscar Charles, the nostalgic track inspired by the real-life romance of his parents captures a coming-of-age love story set against rodeo nights, dance halls and small-town America, pairing vivid storytelling with the stripped-back authenticity that continues to define Rice’s recent creative chapter.
Built around lines like “Connie fell for a felt hat and Wranglers / On that Friday sippin’ Coors Banquets,” the song nods to the brands and culture woven throughout Rice’s life and music, leading naturally to a creative collaboration with Coors Banquet and Wrangler surrounding the release.
“Coors Banquet has been part of my story for a long time – from my dad holding two Banquets on the cover of the Cowboys record to writing songs like ‘Mr. Coors,’ it’s always represented something real in my music. That’s why this collaboration felt natural,” shares Rice. “‘Connie Lou’ is inspired by my parents’ story and the kind of life I grew up around – rodeos, small towns, hard work and cold beer at the end of the night – which is exactly the kind of life Coors and Wrangler represent, too.”
In celebration of the collaboration, Rice will debut “Connie Lou” during a surprise pop-up concert in Nashville tonight (May 28) as the brands take over the parking lot of Midtown hotspot Loser’s Most Wanted Bar & Grill for a celebratory block party launch event. Admission is free to the public on a first-come, first-served basis.
To further bring “Connie Lou” to life, the brands launched a limited-edition apparel collection including “Beer Chords,” a first-of-its-kind release that turns a country song into a wearable piece. The jeans feature the actual chords from “Connie Lou” printed directly onto the denim using Coors Banquet beer-based ink.
Blending Wrangler’s timeless feel with Coors Banquet’s Western heritage, the full collection features a range of apparel designed to make the perfect country festival season outfit. Alongside the hero “Beer Chords,” the Coors Banquet x Wrangler Collection features 32 unique pieces, including men’s and women’s apparel and co-branded caps. Highlights include the Denim Jersey, Brushpopper Cowboy Cut Work Shirt, Men’s Wrangler 13MWZ Cowboy Cut® Jeans, Women’s Reworked Short and Women’s Printed Vest and Bailey Flare Jeans. The limited-edition Coors Banquet x Wrangler collection, including 250 total pairs of Beer Chords, will be available through drops of 125 pairs on shop.coors.com starting at 12 p.m. CT on May 28 and June 4 while supplies last.
“Wrangler has been the unofficial uniform of country music for decades, seen on the legends on stage as well as the fans in the front row,” said Holly Wheeler, Vice President of Global Brand Marketing at Kontoor Brands. “Our partnership with Coors Banquet honors that heritage, blending festival style with rugged functionality. This collection is for those who live for the music and the Western lifestyle, designed to withstand the energy of a summer crowd and the grit of the open range alike.”
“Coors Banquet has always been deeply rooted in the moments and stories that shape country culture,” notes Matt Carpenter, Vice President Marketing, Coors Family of Brands. “This collaboration with Wrangler and Chase Rice brings that spirit to life, turning an authentic personal story into something fans can connect with on a deeper level, from the music itself to the craftsmanship behind the ‘Beer Chords.’”
The Coors Banquet x Wrangler collection is the latest iteration of Coors Banquet’s creative platform “Start Your Legacy,” which is rooted in the brand’s Western values and 150-year history. The ‘Start Your Legacy’ platform is all about inspiring people to take the first step toward something bigger. That spirit is brought to life through the “Connie Lou” cover contest, giving one up-and-coming artist a real shot at the spotlight by inviting them to perform the song live onstage with Rice. Fans can follow @CoorsBanquet on social media for updates on the collection drop and details on how to participate in the “Connie Lou Cover Contest.”
For more information, visit ChaseRice.com and follow on Facebook, Twitter/X and TikTok @ChaseRiceMusic and on Instagram @ChaseRice.
