A core code of cowboy culture is spurs aren’t given, they’re earned. In cowboy culture, spurs aren’t handed out lightly; they’re earned over time. Coors Banquet has been shaped by its Western heritage, long associated with hard work and grit. So Coors Banquet is bringing that cowboy mindset to fans, giving them the chance to earn their own pair inspired by the spirit of Dutton Ranch.
The Coors Banquet campaign, Earn Your Spurs, by Mischief @ No Fixed Address partners with Paramount Advertising ahead of the May 15 global premiere of Paramount+’s new Original Series, Dutton Ranch. The limited-edition spur straps on offer include a built-in bottle opener for enjoying a Banquet while tuning into the show.
US Fans 21+ can unlock access to purchase a pair by completing Dutton Ranch trivia, released through limited daily drops at shop.coors.com/products while supplies last.
The Coors Banquet spurs were designed in collaboration with a real spur maker. Each pair features authentic craftsmanship and a built-in bottle opener that’s perfect for cracking a Banquet while watching the show. Made to be worn with boots or sneakers, they carry the spirit of the West into everyday fandom and fashion.
The spurs come on the heels of North American Western boot sales increasing 23% in the last five years. Yet, only about one in five Americans actually live in “cowboy country” – highlighting a gap between interest in Western culture and the reality of living it. The spurs give fans a new way to embrace the West and pop open the Dutton’s favourite beer while enjoying the show.
Earn Your Spurs extends beyond the product, rolling out through daily drops and social storytelling leading into the May 15 premiere of the series on Paramount+ and Paramount Network. Actress Natalie Alyn Lind, who plays Orena in Dutton Ranch, adds social content, giving fans a closer look at what it takes to earn your place on the ranch.
