Beverage Industry

Coors Light partners with country music star Jason Aldean

September 11, 2012

Coors Light, a brand of Chicago-based MillerCoors, announced a partnership with multi-platinum country music star Jason Aldean, whose new CD, "Night Train," will be released Oct. 16. Coors Light and Coors Banquet will be Aldean's exclusive alcohol beverage sponsors, which includes a national retail promotion.

"Jason is one of the greatest entertainers in music today, as anyone who's been to one of his concerts will tell you," said Dan Hennessy, senior director of marketing for the Coors family of brands, in a statement. "Throw in a round of cold, refreshing Coors Light for you and your friends, and you have a night you'll all be talking about long after the concert ends."

The deal features dual-branded retail promotions in support of the launch of "Night Train," including a major push across the country with retailers including Walmart. Point-of-sale materials will feature Coors Light branding and images of Aldean. Coors Light digital marketing plans will support the program, as well as advertising in 2013.

"Coors Light is associated with so many of my favorite experiences … tailgating before University of Georgia games, vacations to the beach with my friends, playing bars and clubs when I was coming up in my career," Aldean said in a statement. "This was a no-brainer partnership for me, and I'm especially looking forward to the fridge full of Coors Light they promised all of us for the road."

For more information about the partnership, visit www.facebook.com/coorslight.