‘The Cold Tux’ and ‘BrrrTie’ are Coors Light’s latest innovations — designed to help wedding guests stay cool in every sense of the word. Officially introduced this June, the Cold Tux and BrrrTie are the first-ever formalwear pieces engineered with built-in cooling tech. The Cold Tux features a breathable linen shell and a refrigerating core activated by ice rods, while the BrrrTie delivers up to 40 minutes of icy relief at the neck — a critical cooling point.

Both pieces are inspired by a wedding-themed ad campaign and embody Coors Light’s brand ethos: choosing chill, even in high-pressure moments like saying ‘I do.’ Starting June 27, 100 BrrrTies will be available at TheColdTux.com, in two limited drops.

The Cold Tux and BrrrTie highlight how Coors Light is creatively extending its branding into lifestyle products, tapping into peak summer and wedding season with high novelty appeal. These limited-edition drops generate buzz and deepen brand engagement beyond beverages.

Image Credit: Coors Light