Hey, Kid Rock's beer not only has a name now -- American Badass Beer -- it's even got a "website preloader" page. Wow! A preloader! (?)
American Badass has been out since July. It's in Michigan, and will roll out nationally over the next 12 months. Has anyone seen it?
Look, no slant on Michigan Brewing, which is doing the contract brewing for Kid Rock; more power to them, and after all, they get paid on the loading dock, so they're not going to be taking the bath along with him. And read this description:
Crisp, refreshing and smooth as a traditional lager can be. Delivers a nice hit of carbonation at first and finishes with a slight citrus note. This is a highly approachable beer that delivers a bright lager flavor without even a hint of aftertaste. Cascade hops light up the aroma while balancing the brew. Brewed for maximum appeal and slamability. Midwestern malted barley and hard, red winter wheat from Michigan, transform water from the Saginaw Aquifer into a beer that's a true American lager and truly Badass.Doesn't sound like they went totally sell-out, right? Okay, "slamability" is out there, but I think I may have praised slamability once or twice myself.
But...someone's going to lose their shirt. Projects like this have a very, very bad track record. (Speaking of which...Donnie, Donnie, Donnie...) Only one I can think of working is Land Shark Lager, and it's not tied as strongly to Jimmy Buffett as this is to Kid Rock; and, of course, Land Shark is ABIB, who have a pretty damned good idea of how these things work, and the deep pockets to sustain them.
I'll be watching for this stuff at a bar near me.