Kenny Chesney Working with Spirits Company to Develop His Own Rum
Country music's favorite beach bum is following the lead of his pal Jimmy Buffett, who has turned his 1977 hit "Margaritaville" into a premium line of tequilas and mixes. Kenny Chesney is working with Constellation Spirits to develop his own brand of rum. Chesney hopes to capitalize off the success of his music and live shows. He notes how his latest single, "Everybody Wants to Go to Heaven," embodies that.
Kenny plans to use the same approach in developing a high-quality rum product as he does with his music. He adds, quote, "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." Kenny will be working with Constellation on every aspect of the development, marketing and advertising elements as well as product placement. |