Coors Just Dropped Cowboy Spurs With a Surprise Twist-and They're Selling Fast
Coors Banquet is going full cowboy with its latest merch drop, and this one comes with an unexpected feature. Ahead of the May 15 premiere of Dutton Ranch on Paramount+ and Paramount Network, the beer brand teamed up with Paramount Advertising to release limited-edition cowboy spurs inspired by the new series.
At first glance, they look like traditional Western-style spurs. But there's a twist: They come with a built-in bottle opener for cracking open a Coors Banquet while watching the show. Thanks to limited daily drops, fans are already scrambling to get them.
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The Spurs Come With a Built-In Bottle Opener
The Coors Banquet x Dutton Ranch spurs were created as part of the brand's "Earn Your Spurs" campaign, which plays off the cowboy tradition that spurs are earned, not simply handed out.
According to Coors Banquet, the spurs were designed in collaboration with a real spur maker and feature authentic craftsmanship. The brand describes them as "a real spur strap with no rowel, just a built-in bottle opener." In other words, they look more like wearable Western gear than a gimmicky novelty item.
They're also designed to work with more than cowboy boots. Product photos show them strapped onto sneakers as well, giving fans a more casual way to wear them while watching Dutton Ranch at home.
The limited-edition release comes at a time when Western fashion has surged in popularity again. Coors Banquet cited data showing that Western boot sales in North America have increased by 23 percent over the last five years, despite only a fraction of Americans actually living in "cowboy country."
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Fans Have to Earn Access To Buy Them
Unlike a normal merch drop, fans can't just add the spurs to their cart right away. To unlock access, fans 21 and older have to answer trivia questions tied to Dutton Ranch characters through daily releases on the Coors shop website.
Once unlocked, the spurs cost $120 per pair. Only 23 pairs are being released daily, starting at 11 a.m. ET through May 19 while supplies last, which explains why they're already moving fast online.
The spurs are available in both men's and women's sizes, with a limit of one pair per household across all drops.
Since this is technically a pre-sale item, buyers should also expect a wait before they arrive. According to the product listing, orders are expected to ship within six to eight weeks.
Dutton Ranch Inspired the Spurs
The limited-edition drop was created to celebrate the May 15 premiere of Dutton Ranch on Paramount+ and Paramount Network. Coors Banquet says the collaboration was a natural fit because both the beer brand and the series are rooted in Western culture and cowboy imagery.
"In the West, spurs mean something. They represent the grit, time and effort it takes to earn your place," said Alyssa Lynner, marketing director for Coors Banquet, in a statement. "With Dutton Ranch, we saw a natural opportunity to bring that idea to fans in a way that feels true to the brand and the world of the show."
Actress Natalie Alyn Lind, who stars in the series, is also helping promote the campaign through social content leading up to the premiere.
For fans who miss out on the daily drops, Coors Banquet is also running an "Earn Your Spurs Getaway" sweepstakes that includes a trip to Fort Worth, Texas, along with a pair of the limited-edition spurs.
Between the built-in bottle opener, the trivia unlock challenge, and the limited daily drops, these spurs feel less like ordinary merch and more like a collector's item for Coors Banquet and Dutton Ranch fans. If you want a pair, you may not want to wait too long.
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This story was originally published May 8, 2026 at 5:05 PM.