US: Kid Rock to launch beer brand in Drinks Americas JV

2 July 2009 | Source: just-drinks.com editorial team

Drinks Americas Holdings has entered into a deal with the US music star Kid Rock to brew and fill kegs of a new beer brand, American Badass Beer Company.

Kid Rock plans to launch kegs of his lager at Detroit's Comerica Park in time for concert dates later this month. The beer will be available at kiosks within the park during the concerts and will roll out across Michigan in the coming weeks followed by a number of unspecified mid-west market openings.

Patrick Kenny, CEO of Drinks Americas, said: "We are very excited about the launch date, the beer and all the work that has been put into making Kid Rock's American Badass Beer a success. Based on orders alone we are off to a very good start."

Drinks Americas already owns a Donald Trump-inspired vodka brand, as well as Willie Nelson's Old Whiskey River Bourbon and distributes Paul Newman's Own Lightly Sparkling Fruit Juice Drinks and Flavoured Waters.