Go ahead, re-read the title.
Back? Good. So that’s ACTUALLY what the beer label reads. Call me disconnected, but I thought being called a redneck was typically a bad thing. But, obviously Kid Rock knows his fans/market better than I do, so this is most likely just brilliant marketing.
When I first started reading about Kid Rock’s brand, I really had a problem with it. Take a look around the blog- it shouldn’t be hard to notice that Kid Rock’s brand, on the surface, appears very similar to Black Eye Beer.
However- scratch the surface just a bit and here’s what you get..straight from Kid Rock’s mouth:
“People that like premium beers and Guinness is their beer of choice, they will not like this. I want this to be like the beer I drink. You grab it, you share it with your friends, it’s refreshing, it’s cold, it gives you a good buzz. Done.”
J. Patrick Kenny, CEO of Drinks America (the other corporate player in this venture) was quoted saying:
“As we said at the start of the partnership with Kid Rock, the beer will be an easy to drink American Style Lager.”
Source HERE
American Badass Redneck Lager will be “an easy to drink American lager”, because.. you know..we don’t have any of those yet. Thanks for clearing that up guys.
So what makes this beer “badass”? In a nutshell…the words on the label. That’s about it.
The print ads for American Badass Redneck Lager (I’m going to keep typing that out all the way, it just cracks me up every time) supposedly take shots at Budweiser and Corona- which I guess is kinda rebellious. But wait, in come the politics- Kid Rock refuses to take shots at Coors.. because they make a superior product and he respects what they stand for? Nope! Because they paid him: “No, not Coors,” Kid Rock told the Detroit News. “Coors was very good to me.”
Damn, just when it was getting good too. Oh well, can’t say I’m surprised.
Where’s the good in all this? Is this just a shameless attempt by a rock star to leverage his celebrity and pawn off some more overpriced swill on the masses? Well..yes, yes it is.. but there IS some good that can’t be ignored.
In case you’re living under a rock, Michigan in general is not exactly the hub of economic activity right now. The place is struggling. Kid Rock, being from the area, is giving back to the community with this venture. It aims to create 400 jobs at Michigan Brewing company, who also plan to invest $7 million into the project. Michigan Brewing is receiving a hefty $723,000 tax credit over the next 7 years from the Michigan Economic Growth Authority for their role in American Badass Beer. Even the most exclusive craft beer drinker should give it up to Kid Rock for putting money back into his local economy. Full story HERE
Quality of beer aside, the American Badass Redneck Lager project has all the resources behind it to be a raging success (I know, its kind of sad). Aside from Kid Rock’s status as a bad boy rocker, the project has the backing of Drink Americas Holdings LLC who has partnered with Universal Music’s Interscope Geffen A&M Records for this and other beverage development/marketing ventures. Examples: Trump Super Premium Vodka, Willie Nelson’s Old Whiskey River Bourbon and Olifant Vodka, Dr. Dre Cognac and Sparkling Vodka. Source HERE.
So what do you think? Will you try it? Is beer really all about the marketing? I’m gonna sit this one out, but let me know what its like if you come across any!
I’m willing to put money on the beer being a flop for a few reasons:
– Kid Rock isn’t all that huge. I doubt he has the selling power.
– Past “Rock and Roll” beverages have been bought as a collectors items and not “shared with friends” as Mr. Rock expects. As a result, sales are big at first and then fall off after a short time. Think Motley Crue’s “Motley Brew.” And according to Pamela Lee, Kid Rock ain’t no Tommy Lee, if you know what i mean.
– We already have drinkable beers up the wazoo. And you don’t have to pay for Kid’s name on the bottle. You’ll pay a premium for a non-premium domestic.
Bawitdaba da bang da bang diggy diggy diggy said the boogie said up jump the boogie, bawitdaba da bang da bang diggy diggy diggy said the boogie said up jump the MY NAME IS KIDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD KID Rawwitdaba da bang da bang diggy diggy diggy said up jump the boogie… lolz, i wish I could get paid to be one of kid rock’s songwriters
also, what time zone do we have this shit set to, its almost midnight and its saying I posted that last comment at 8am
I think I agree with Tim…it will have a huge opening but will be hard to sustain. However, I would not underestimate the sheer loyalty and volume consumption of rednecks.
depends what the price will be set at… if it is cheap, it will do well; if they charge the typical local brewery high prices it will flop. I could care less about Kid Rock but I do care about jobs in Michigan so if the price is acceptable (i.e. on par with Busch products) I will be a full supporter. Also, has anyone even tasted it yet?