Kenny Chesney enters rum business
Monday, September 29, 2008
– Kenny Chesney will develop a new premium rum in a deal he signed with Constellation Spirits. This is not Chesney's first involvement with rum as Cruzan has sponsored his tours.
"As an entertainer, my goal is to create an enjoyable experience for
people," said Chesney. "I'm going to take that same approach in developing
a high-quality rum product with Constellation. We're looking to create a
fun-in-the-sun, vacation-in-a-bottle type experience that people everywhere
can enjoy when they kick back and relax."
"We are ecstatic to partner with megastar Kenny Chesney to create a
unique premium rum for a generation of consumers who are embracing the
cocktail culture," said Marty Birkel, President of Constellation Spirits.
"The attributes and positioning of this rum will capture Kenny's free-spirited personality and lifestyle that his millions of fans have come to expect, know and love."
Under the terms of the agreement, Constellation Spirits and Chesney
will work together on every aspect of the development, marketing and
advertising elements, as well as product positioning of the rum.
Constellation Spirits of Chicago is the spirits division of Constellation Brands. Constellation Spirits is a producer, importer and exporter of a wide range of distilled spirits
products, including well-known premium brands such as Black Velvet Canadian
whisky, 1792 Ridgemont Reserve bourbon, and SVEDKA and Effen vodkas.
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