Coors Light Celebrates the Unofficial Start of Summer by Turning America’s Jeans Into Jorts

The brand hosts its first events of summer – ‘Jort Your Jeans’ pop-ups come to bars nationwide

CHICAGO--(BUSINESS WIRE)--This Summer, Coors Light will become the official beer of everything unofficial, and the brand is kicking off by signaling the start of jorts season. Because officially, the start of summer is June 21, but unofficially, it’s summer as soon as it’s warm enough to wear jorts. For a human body to cool off, sweat needs to evaporate and air needs to flow over as much of our skin as possible. This means that technically, anyone who is wearing jeans is “less chill.” The solution? Custom denim cutoffs, the only wardrobe staple you need for summer.

From 5/19 to 5/22, Coors Light is hosting “Jort Your Jeans” events at nearly 90 bars in cities nationwide where they will help Coors Light lovers turn their long, sweaty jeans into bedazzled daisy dukes or simple denim shorts. At the pop-ups, use the measuring tape and chalk to mark the desired length, perhaps a 4.8’’ inseam to match the height of a 12 oz. Coors Light. After cutting the jeans to jorts, consumers can decorate their jorts with bedazzling gems, Coors Light patches, or by painting the Rocky Mountains.

Coors Light will be hosting a premiere pop-up event in New York City at Tailor Public House on Friday, May 20, from 6 to 8 p.m. with tailors on-site. Additional New York City events are happening at Iggy’s Karaoke Bar and Gramercy Ale House, learn more at UnofficialJorts.com.

“The best moments of summer are the unofficial ones, like the moment you can retire your hot winter clothes and don a pair of jorts,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “Coors Light is excited to bring this moment to bars across America and we can’t wait to see everyone rocking jorts this summer.”

To find a Jorts Your Jeans event near you, visit UnofficialJorts.com.

About Molson Coors

For more than two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well. Our Environmental, Social and Governance strategy is focused on People and Planet with a strong commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities, and the environment. Learn more about Molson Coors Beverage Company, visit molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter through @MolsonCoors.