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COORS LIGHT CELEBRATES THE UNOFFICIAL START OF SUMMER BY TURNING AMERICA’S JEANS INTO JORTS

by John Russel Jones

A new Coors Light campaign kicks off the summer season with “Jort Your Jeans” events. Although the start of summer is June 21, the brand says that, unofficially, it’s summer as soon as it’s warm enough to wear jorts. 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 (suggesting 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.

“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.