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.
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