The Current is partnering with August Schell Brewing Co., the oldest family-owned brewery in Minnesota and maker of German craft beer, to introduce a co-labeled Schell's The Current beer, available in May.
Schell's The Current beer is a limited edition of Schell's Zommerfest seasonal offering, and will be available in 16-ounce "tallboy" cans at bars and in 4-packs at liquor stores throughout Minnesota wherever Schell's products can be found. It is a Kolsch-style ale, a light, smooth variation of German craft.
"We know that many of our fans love craft beer, and we look at any partnership or promotion through the lens of our audience," said Jim McGuinn, program director for The Current. "Knowing what we know about our listeners, this is a natural fit."
In addition to increasing brand awareness of The Current, the station also hopes to introduce listeners to local bands, whose songs will be available in May at thecurrent.org/beer. A list of participating bands and songs will be announced closer to the launch of the beer.
"Local bands and local beer are a great match," McGuinn said. "We love that we can bring the two together. Through the downloads available at thecurrent.org and upcoming shows featuring these artists, we hope to continue to support our local music scene."
Any revenue generated from the sales of Schell's The Current beer will go back to The Current and the work it does to support local music.
Look for The Current at bars and liquor stores in mid-May 2014.