(Detroit, MI) – No, the post title isn’t a slight at the folks who decide to spend their hard-earned money on Kid Rock‘s new beer . . . that’s the actual name of the beer. It seems fitting that, on the cusp of the Independence Day weekend, I have the honor of debuting the label for
American Badass Redneck Lager
. The Kid Rock beer that everyone heard about this past fall back finally got label approval just three weeks shy of its illustrious debut. Jessica Nunez of Kalamabrew reported on Wednesday that it will debut on tap at kiosks during “Kid Rock’s shows in Comerica Park on July 17 and 18.”
The beer will allegedly create nearly 400 jobs, the most of which will be at Michigan Brewing. The brewery won the contract from Drink Americas Holdings, Inc, and got a tax break of over $700k to develop the product. It is also allegedly investing $7 million into the Kid Rock beer.
As mentioned, Drink Americas is the other player in this project. According to the company’s official website, it “formed a joint venture with Universal Music’s Interscope Geffen A&M Records to develop and market iconic beverage products.” The company is also working with Dr. Dre on new product lines: cognac and sparkling vodka. More artists could be on the way pending the success of these projects.
The market for this beer appears to be the same as the one that goes for Bud, Miller, etc. I can see a lot of one-off purchases like folks did with Bud American Ale just to try it but cost will be a major factor inhibiting repeat purchases. Some of the folks behind this brew have lots of money but they can’t compete with the economies of scale that exist at the big breweries.