facebook
twitter
rss
account
search
search
 

Chesney helping to develop a new rum

Sept. 30, 2008 at 9:40 PM   |   Comments

| License Photo
CHICAGO, Sept. 30 (UPI) -- Constellation Spirits has announced it is working with U.S. country music star Kenny Chesney to develop a new premium rum.

The joint venture, Crouton Spirits, is to develop the rum. Rum is one of the fastest growing sectors in the spirits industry, Constellation noted.

"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," Marty Birkel, president of Constellation Spirits, said in a statement. "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.

"As an entertainer, my goal is to create an enjoyable experience for people," Chesney added. "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."

© 2008 United Press International, Inc. All Rights Reserved. Any reproduction, republication, redistribution and/or modification of any UPI content is expressly prohibited without UPI's prior written consent.
Most Popular
1
Kim Zolciak denies Photoshopping in Instagram pics Kim Zolciak denies Photoshopping in Instagram pics
2
Kaley Cuoco-Sweeting: 'We can't wait' to have kids Kaley Cuoco-Sweeting: 'We can't wait' to have kids
3
Miranda Lambert in tears as she sings to sick 7-year-old fan Miranda Lambert in tears as she sings to sick 7-year-old fan
4
'Fashion Police' will continue in 2015, despite the death of Joan Rivers 'Fashion Police' will continue in 2015, despite the death of Joan Rivers
5
'Maze Runner' brings in $11.3M Friday 'Maze Runner' brings in $11.3M Friday
Trending News
Video
x
Feedback