The Current teams up with Schell's to create a limited edition beer
Presenting: The Current beer.
"Great music lives here" is a familiar slogan to those who listen to 89.3 the Current. But starting in May, the station will introduce a new riff on the signature phrase: "Great music lives here. So does great beer."
"It's just a fun combination," explains Schell's Teresa Holm. "We at Schell's enjoy listening to the Current and love music, and it seemed like a great opportunity to partner up for a great cause."
That cause is the station itself. Revenue from sales of the beer will go back to the Current, which is a service of the non-profit Minnesota Public Radio.
Holm explains that Schell's has been an underwriter -- that's non-commercial radio speak for advertiser -- of the Current for years, and that during one of their regular meetings, the idea sparked. The full partnership, with both brands featured on the label, is a first in the 154-year history of Schell's.
On the music side of things, the Current plans to give its audience a soundtrack to pair with the drink. The station will release a playlist of songs from local bands, available for download at its site closer to the launch date.
The actual brew will be Schell's Zommerfest seasonal offering, which the brewery describes as a Kolsch-style ale, a light twist on German Craft. The can around it plays up both collaborators' strengths, and showcases the partnership as a marriage of two Minnesota brands: Against a blue background, hops plants ring a radio tower, and musical notes flank stalks of wheat.
Look out for the limited release on shelves and in bars around the Twin Cities in mid-May, and throughout the summer.
Courtesy Minnesota Public Radio
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