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(Courtesy Coors Light)
You know you’re not in the Gen Z demo when you have to go to Wikipedia to get a little background on the Jonas Brothers (we did)…
But they have sold over 17 million albums worldwide and Molson Coors is looking to cash in on their fame with a special edition Coors Light release…
Here’s the deal….
Beer and band cross promotions are increasingly common…and although they’re obviously marketing exercises they can generate news…
In some cases band beers have some actual cred. Iron Maiden’s Trooper brand benefits from the fact that its lead singer Bruce Dickinson is a real beer guy. So much so that he was invited to keynote at the last Craft Brewers Conference in Denver.
The Jonas Brothers, however, are not Bruce Dickinson. Nor are they Lars Ulrich Metallica’s drummer, who was heavily involved with the beer that produced as part of Stone’s Arrogant Consortia brand.
But they are popular with Gen Z, a demographic that the beer industry is desperate to harness. Which helps explain Coors Light’s limited edition Jonas Brothers release…
On October 1, the band took time out from their SOLD OUT Happiness Begins tour to take part in brewing the limited release at the Coors Brewery in Golden Colorado.
The Jonas Brothers get into brewing
We especially like the press release picture of the Jonas Brother pouring hop pellets into the mix (note the brewers in the background who look more than happy to be taking a break).
And even though the-is limited release is still the original Coors Light recipe, the Jonas Brother’s version does have the band on the label…so there’s that.
And it sounds like Jonas Brothers have a real history with the brand…
This year alone, Joe Jonas had Coors Light bottles with custom labels at his wedding to Game of Thrones Sophie Turner. And Coors Light had a fun cameo in the band’s “Only Human” video. So there’s that as well…
“We are long-time fans of Coors Light and were really excited to be invited out to the Coors brewery,” the Jonas Brothers said in an emailed statement….
“We can’t wait for our fans to try the limited edition six-packs of Coors Light that we helped to brew. And it’s pretty amazing that our faces are on the iconic mountains on the bottle.”
But according to the press release the JoBros’ limited-edition Coors Light packs won’t be available until mid-November. And then only in Boston, Philadelphia, Chicago, Nashville and Tampa…so you’ve been warned…
