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So Over It: Celebrity Booze

The Drinks Americas line is expanding this year to include Kid Rock's American Badass Beer, which got its start during a two-day concert in Detroit last weekend, and a planned Dr. Dre tequila product. CEO J. Patrick Kenny boils down branding success to two steps: Entrusting the goods to people who know what they're doing (like the Heaven Hill distillery in Kentucky that produces Nelson's product) and finding a product that fits the personality.

"We're not going to do Willie Nelson and fine red wine," Kenny says.

Considering that rapper Lil Jon's California-produced Little Jonathan Vineyard wines haven't been roundly rejected since they went on sale in August, Willie might want to consider a merlot. Like lushes at last call, fans will drink just about anything you put in front of them.

Jason Notte is a reporter for His writing has appeared in The New York Times, The Huffington Post,, Time Out New York, The Boston Herald, The Boston Phoenix, Metro newspaper and the Colorado Springs Independent.
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