US: Kid Rock teams with Drinks Americas

Drinks Americas Holdings has signed an agreement with American rock star Kid Rock to develop and market a premium domestic beer.

While further details on the brand are due to be released over the coming weeks, Drinks Americas CEO J Patrick Kenny said that product should be ready by early spring.

"Kid Rock is a reflection of great American rock and roll music and the American spirit, and we think we can create a beer in that same image," Kenny said. "Having Kid Rock as a Drinks Americas partner is an exciting and big addition to our portfolio of icon brands.

"There is no question in our mind that people will try a beer that Kid Rock will stand by and when they like it, a great and incredibly valuable trademark will be created with his support."