The Beer Wolf was a marketing legend thirty years ago. But that was then and now Coors Light is returning the icon in a new line of apparel designed by the trendy Laundry Room.
Here’s the deal…
First introduced in 1983 when Coors Light was just a new beer desperate for attention, the Beer Wolf was a bandana-clad anthropomorphic wolf/werewolf character who swigged Coors Light in bars.
The Beer Wolf attracted a ‘rabid’ following and helped establish Coors Light, (it’s now the second bestselling beer in the US) then having done its job the humorous creature was eventually retired.
But now with Halloween nearing the Beer Wolf is making its return in a beer apparel collaboration between Coors Light and The Laundry Room, a trendy LA clothing company.
“Beer Wolf has been gone for a long time, but consumers still ask about him. It’s the perfect time to bring back a beloved character, just in time for the spookiest time of year,” Josh McDonald, marketing manager for Coors Light told Beer & Beyond.
“The Laundry Room has a built-in fanbase that we think will really resonate with Beer Wolf. We’re glad to have him back, at least for now.”
Coors Light’s new Beer Wolf apparel, which includes oversized T-shirts, bandanas, lounge wear and even a hat with wolf ears, is currently available at the company’s online swag shop.
And it will be sold through The Laundry Room’s website and at select retailers beginning in November…so you’ve been warned.
“Any time we can build a connection with consumers, we’ll try to do that,” McDonald added. “This is a great way reach a new generation of fans.”
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(All image credits: Coors Light / The Laundry Room)