• by Teresa Buyikian , Yesterday

Collectible beer advertising art may not be new, but Coors Banquet’s latest ad for the beer’s fashion collab with Wrangler really puts the beer IN the ad -- literally.

The Wrangler x Coors Banquet Collection is a new Western apparel line with over 20 limited-edition pieces, which are a “joint salute to the brands’ shared craftsmanship and grit,” according to a release.

To promote the line, the brands tapped artist Caitlin Hatch to create Rocky Mountain Western-themed artwork, painted with “a custom watercolor blend” made with Coors Banquet beer. The beer-infused posters highlight the brands’ mutual Western origins (one was painted in a rodeo arena) and will appear nationwide in various formats.

The new collection contains such items as 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, and graphic T-shirts.

“This collab is all about celebrating the Western spirit that Coors Banquet and Wrangler have lived and breathed for generations,” says Marcelo Pascoa, vice president of marketing for the Coors Family of Brands, in a release. “[The partnership] helps our fans connect with Banquet beyond the bottle.”

The  Wrangler x Coors Banquet Collection is available online at shop.coors.com or wrangler.com, as well as in Wrangler stores and select western retailers.

Consumers can enter to win one of 10 water-and-beer-color art prints at shop.coors.com. The brand will drop one print per day at 12 p.m. CST until Sept. 3.

The brands have also teamed up with a Legends of the West Tour, where pop-ups will feature the apparel collection, giveaways and unannounced musical guests. The tour will make stops at bars in such cities as Dallas on Sept. 4, Nashville on Sept. 11 and Denver on Sept. 25.