At last, the beer -- I think -- we've all been waiting for.
Drinks Americas Holdings, Ltd (OTCBB: DKAM), a leading owner, developer and marketer of premium beverages (like the amazing Trump Vodka and resurrected, er, revivified, er...whatever Rheingold Beer), today announced that the Company has signed an agreement with American icon and rock and roll musician Kid Rock to develop and market a premium domestic beer.
Drinks and Kid Rock will work together to develop and bring to market a product targeted to beer drinkers who appreciate value with an easy to drink (and we do mean really easy to drink), traditional, good tasting American manufactured beer (that comes with a scruffy knit cap on each can).
J. Patrick Kenny CEO Drinks Americas stated, "Kid Rock is a reflection of great American rock and roll music and the American spirit (I thought that was bourbon), and we think we can create a beer in that same image. Having Kid Rock as a Drinks Americas partner is an exciting and big addition to our portfolio of icon brands (which include The Donald, Dr. Dre, and, surprisingly, Paul Newman). There is no question in our mind that people will try a beer that Kid Rock will stand by (like he offered to stand by Pabst for money...only they turned him down) and when they like it (not 'if', dammit, 'when'!), a great and incredibly valuable trademark will be created with his support."
Kenny said, "Drinks will come to market rapidly with Kid Rock's beer. We are in the process of interviewing breweries now (So, Mister...Brewery, where do you see yourself with Kid Rock's Beer in five years?) and working with Kid Rock to make sure that every aspect of the beer and the marketing support is as exciting as everything else Kid Rock does (Everything? Got any video of him sorting his socks?). We think that by very early spring we will have a compelling product and that consumers will love the look, taste, and branding that Kid Rock creates (wait, he's creating the taste, too? How is it with grits sandwiches?). This is a tremendous asset and a valuable addition to Drinks Icon portfolio. The continued expansion of our portfolio is great news for our shareholders (and no one else)."
More details regarding the brand will be released in the coming weeks (if you can hold your water that long).
What, Ludacris and his chicken weren't available?
I've seen this too many times. Why do people keep putting money into schemes like this? If Hard Rock Cafe, which owns a world-wide chain of bars, can't make it work (they launched Hard Rock "Light" and "Heavy" back in the 1990s, and they fell with a barely audible thud), do these folks really think Kid Rock can do it? Whoa, that is so Pamela Anderson.
Paul Newman? Sure, he is an icon, and people know it's largely going to charity. Trump? People know him across a wide range of demographics, and it's a vodka: promotion costs aren't that high. But selling a mass-market style beer? Does anyone involved in this project have a clue about the amount of promotion money needed to do that? Ask InBev how expensive jump-starting Stella in the U.S. has been -- and continues to be. Do they really think having Kid Rock tub-thumping for his own beer is going to be able to bypass that? Oh, yeah, like Billy Beer. Sure...Barnum was right, there is one born every minute.