Choose Chill, Even When Saying “I Do”: Coors Light Unveils the Cold Tux, the First-Ever Tuxedo with Built-In Cooling Technology

To keep even more of the wedding party chill, the brand is also introducing the BrrrTie – a chilled neck accessory that delivers up to 40 minutes of icy relief

CHICAGO, Illinois June 25, 2025  Peak wedding season is also peak sweating season, especially for grooms, groomsmen, and guests stuck in layers of formalwear under the blazing summer sun. As the beer known for chill, Coors Light is stepping in with a stylish solution to keep wedding parties chill from the aisle to the afterparty with the Cold Tux and BrrrTie.

Earlier this month, in partnership with M ssn g P eces and creative agency Droga5, Coors Light debuted The Cold Tux, the first-ever tuxedo engineered with cooling technology, at a wedding in Winter Park, Florida.Illinois

The Cold Tux is engineered for full-body cooling. It features a breathable linen shell and a hidden refrigerating core powered by ice pack rods to keep you cool from the inside out. Just like a can of Coors Light, when the Chill-o-stat turns blue, the suit is perfectly chilled.

Now, the brand is sharing part of the Cold Tux with 100 wedding party members and guests. Introducing the BrrrTie: a refrigerated neck accessory designed to target one of the body’s key temperature regulation zones. When chilled, the BrrrTie delivers up to 40 minutes of refreshing cool, providing just enough relief to get through “I Do” without breaking a sweat.

“If any beer is going to keep you chill during your vows with a cold-activated tux and bow tie, it’s Coors Light,” said Marcelo Pascoa, VP of Marketing at Coors Light. “With the BrrrTie, and a Coors Light delivering mountain cold refreshment in hand, we’re giving people new ways to stay chill on their big day…literally.”

The Cold Tux and Brrr Tie are inspired by a moment from Coors Light’s recent creative campaign, where two groomsmen help wedding guests choose chill in the heat of a summer wedding. Watch the spot here.
100 BrrrTies will be available at TheColdTux.com for $32. Half will be dropped on June 27th and half on June 30th starting at 12pm ET, while supplies last. To learn more about the Cold Tux and BrrrTie @CoorsLight on Instagram.

ABOUT MOLSON COORS BEVERAGE COMPANY

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For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life’s moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel’s Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.