Chase Rice is honoring his roots in a big way with his new single “Connie Lou,” arriving May 29. The track is deeply personal, written about his parents’ early love story, and leans into the rodeos, small towns, and late-night Coors Banquet moments that shaped his upbringing. It also naturally ties into a larger creative collaboration with Coors Banquet and Wrangler, bringing that Western lifestyle full circle. Save/Stream “Connie Lou” here.
The partnership feels like a natural extension of Rice’s world, where these brands have long been part of both everyday life and lasting memories. Alongside the release of “Connie Lou,” a limited-edition Coors x Wrangler collection is also dropping, featuring everything from festival-ready apparel to the standout “Beer Chords” jeans. The jeans are printed with the actual chords from the song using Coors Banquet beer-based ink. Only 250 pairs will be released across two drops, with 125 available today and another 125 arriving June 4 at shop.coors.com.
The full Coors Banquet x Wrangler Collection expands even further with 32 unique pieces, including men’s and women’s apparel and co-branded caps, also available at shop.coors.com.
“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.”
This serves as a full-circle moment for Rice, blending family history, storytelling, and two iconic Western brands into a collaboration built for the country culture and lifestyle.