From the Rolling Stone interview:
When does your beer come out?
We’ve been trying it, it’s good. We’re trying to shoot for Labor Day. We have some great stuff as far as marketing. Not only is it a good beer, it’s made in Michigan, made in America, and we’re getting everything we can, like the barley and the hops, in the States. It’s creating jobs in Michigan at the brewing company. We know people are hurting here so we’re trying to take that whole approach, “This is all made right here for hard-working American people,” and I’m not going to sell it out to the Belgians any time soon.
What does it taste like?
It just tastes like good American light beer, a regular beer and a light beer, an everyday beer. The people who listen to my music are hard workers, and we’ve been trying to put together a package with Jim Beam for those hard workers. Jim Beam has a new thing called Red Stag. I’ve been singing about and drinking Jim Beam my whole life, and when they approached me for a deal, it was a no-brainer. We’re trying to work something out with Moderno where if we can get around the logistics of different markets of having to sell beer and liquor separately, we’d like to pair a shot of Jim Beam and one of my beers. Get off work, get a 22-ouncer and a shot, you’ll be all right. We have funny-ass ads.
What’s it called?
It’s going to be called Bad Ass Beer. The ads are so funny. There are so many funny ads you can do with a thing called Bad Ass Beer. There’s one where it looks like the Budweiser horses, and they’re all up in the air, just freaked out, like they went haywire, and whatever they ride on is smashed up, and it just has my beer sitting in the front, it says “Bad Ass.” And “…and the horses they rode in on.” There’s another one where we fuck with Corona. We have an old rusty truck with no tires on it and it’s sitting on the Bad Ass beer, and it says, “The only way you’ll ever see a lemon on it.” We’ve got another one with the Bad Ass beer simulating like it’s fucking the St. Pauli’s girl. We’re all doing it locally with an ad agency here in Detroit that does a lot of car ads. The guy lives next to me and runs my favorite bar here. They come up with really funny stuff. It’s just wide-open for fucking with people. And the beer actually tastes good, there’s no aftertaste
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