Zac Brown, the Grammy-award winning country singer who often writes about beer in his lyrics, will soon have his image on specially designed beer cans.
Landshark Lager, an Anheuser-Busch InBev brand, will feature the Zac Brown Band on limited-edition, 16-ounce cans hitting shelves nationwide this week. Two additional Zac Brown Band can designs will be released later this summer.
While Landshark Lager is one of the smaller brands in the Anheuser-Busch portfolio, the partnership with Zac Brown Band is taken from the same promotional play book the brewer is using for some of its larger brands, namely to highlight an association with music.
The top-selling Bud Light will be the sponsor of "Bud Light Music First," a summer-long music and concert promotion that will culminate with Bud Light presenting one concert in each of the 50 states on Aug. 1.
Nicknamed "50/50/1," the concert series was created in partnership with Live Nation Entertainment and will be a key part of the promotional strategy behind the Bud Light, Bud Light Lime and Bud Light Platinum brands. The effort includes prizes such as concert tickets.
As for the Zac Brown promotion, the debut can design is built around the band's famous "Eat & Greets," where fans gather with the band prior to concerts to dine on Southern cuisine. Inspired by "Southern dining," the can's background recalls "checkered table cloths" and a writing-style reminiscent of "vintage diner signs," the company said.
An image of band leader Zac Brown is in the center of the can, which also showcases a lyric from one of his most popular songs, "Chicken Fried": "A little bit of chicken fried, a cold beer on a Friday night."
The cans also will help Zac Brown fans connect with the band. Using the blippar app on a smartphone, fans will get access to exclusive, behind-the-scenes content, featuring a different aspect of the Zac Brown Band experience.
The brewer said future Zac Brown Band can designs will highlight the "concert experience through the band's eye" and "what happens after the stage lights go down." Additional content for fans to access will be posted to the Landshark Lager's Facebook page as each new can is released. The second and third custom cans hit shelves on June 17 and Aug. 5.
"Just as each Zac Brown Band concert is unique—from the 'Eat & Greets' to the moment the band walks off the stage – Landshark is giving fans a unique way to fully immerse themselves in the ZBB experience," said Michael Lourie, brand manager of Landshark Lager.
-By CNBC's Tom Rotunno. Follow him on Twitter @TomRotunno
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