In a move that smells like either genius marketing or a college frat prank gone too far, Coors Light has officially launched a deodorant. Yes, you read that right. The beer brand most famous for its “cold as the Rockies” tagline has decided the natural next step from brewskis to body odor was a stick of underarm freshness. Because when you think of staying cool and dry, what could possibly be more reassuring than rubbing a beer brand under your arms?
Dubbed the “Coors Light Chill deodorant,” the product promises to keep you cool without the help of actual alcohol. Thankfully, it doesn’t smell like beer, although we wouldn’t put it past them to release a limited edition “Bar Floor at 2AM” scent if this thing takes off. Instead, the deodorant allegedly carries a crisp, clean scent and features menthol for that arctic blast effect. Nothing says “I’m ready for the office” like a waft of mountain-sourced man musk inspired by a light lager.
Of course, one has to wonder who exactly this is for. The target demo might be guys who wear mesh shorts in the winter and think body spray is a bath. Or maybe it’s for die-hard Coors fans who want to keep the Rockies close—even in their armpits. Either way, the brand insists it’s all about chill—no alcohol, no aluminum, and no regrets.
Coors Light deodorant is being released in partnership with personal care company Native, known for its natural, paraben-free formulas. So if you’ve ever thought to yourself, “I wish my grooming routine could be a little more… domestic beer-adjacent,” congratulations. Your oddly specific wish has been granted.
Now, if we could just get Michelob to make toothpaste and Bud Light to roll out a shampoo, we could all smell like a tailgate from head to toe.
