Celebrating the cowboy culture both Coors Banquet and the new Paramount+ Original Series are rooted in, the limited-edition bottle-opening spurs are designed to be earned.
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| Coors Banquet and “Dutton Ranch” Spurs |
To mark the series premiere of Yellowstone spin-off Dutton Ranch on Friday, May 15 on Paramount+ and Paramount Network, Coors Banquet and Paramount are inviting fans into the world of the show with the “Earn Your Spurs” campaign, bringing together craft, heritage and a spur designed to open a Banquet. Coors Banquet is giving fans a chance to earn their place in Dutton Ranch, not just watch it. In cowboy culture, spurs aren’t handed out lightly; they’re earned over time. With “Earn Your Spurs,” Coors Banquet brings that cowboy mindset to fans, giving them the chance to earn their own pair inspired by the spirit of Dutton Ranch.
“In the West, spurs mean something,” says Alyssa Lynner, marketing director, Coors Banquet. “They represent the grit, time and effort it takes to earn your place. 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.”
The limited-edition Coors Banquet spurs take a classic symbol of cowboy culture and give it a Banquet twist, launching just in time to celebrate the premiere of Dutton Ranch. Designed in collaboration with a real spur maker, each pair features authentic craftsmanship and a built-in bottle opener. Made to wear with boots or sneakers, they carry the spirit of the West into everyday fandom and fashion.
“Earn Your Spurs” extends beyond the product, rolling out through daily drops and social storytelling leading into the May 15 premiere of the series on Paramount+ and Paramount Network. Actress Natalie Alyn Lind, who plays Orena in Dutton Ranch, will help bring the experience to life through social content, giving fans a closer look at what it takes to earn your place on the ranch.
“There’s something really special about the world of Dutton Ranch and the way people connect to it,” says Lind. “The ‘Earn Your Spurs’ campaign brings fans a little closer to that experience.”
Fans 21 and up can go online to answer trivia questions tied to Dutton Ranch characters and unlock access to purchase. Once unlocked, spurs are available for $120 per pair, with 23 pairs released daily while supplies last through May 19. For fans who couldn’t buy their spurs, there’s still a chance. The “Earn Your Spurs Getaway” sweepstakes will gift one lucky winner and a guest a Dutton Ranch-inspired trip to Fort Worth, Texas, along with a pair of Coors Banquet x Dutton Ranch spurs.
Beth and Rip are staking their claim in Rio Paloma, Texas in Yellowstone sequel series, Dutton Ranch.
As Beth and Rip fight to build a future together - far from the ghosts of Yellowstone - they collide with brutal new realities and a ruthless rival ranch that will stop at nothing to protect its empire. In South Texas, blood runs deeper, forgiveness is fleeting, and the cost of survival might just be your soul.
The new original drama series stars Cole Hauser and Kelly Reilly, along with Finn Little, Juan Pablo Raba, Jai Courtney, J.R. Villarreal, Marc Menchaca, Natalie Alyn Lind, and Academy Award nominees Ed Harris and Annette Bening.
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