At the 23rd annual South by Southwest (SXSW) Interactive Festival, Best Damn Brewing Co., a brand of Anheuser-Busch, St. Louis, launched Best Damn Beer Gear. In the following months, the brand will release a series of one-of-a-kind items designed to help consumers enjoy Best Damn brews in innovative ways and in different situations, the company says. Its first concept, the Best Damn Office Chair, was unveiled at Best Damn Brewing Co.'s outdoor event this week, where the brand is hosting festival-goers (21 and older) at its Bill-Bar, it adds.

Just in time for this week's “March Madness” basketball games, the Best Damn Office Chair shows fans the ultimate way to enjoy the college basketball tournament at work, the company says. According to a survey for Best Damn Brewing Co. by Wakefield Research, more than half (56 percent) of Americans are unable to enjoy the games because they're stuck at work, and the Best Damn Office Chair is inspired by these office-bound sports fans, it adds.

The Best Damn Office Chair includes a built-in refrigerator in its armrest, Bluetooth speakers, and even a “boss button” which lets fans easily hide the game livestream on their computers, the company says. In addition to the Best Damn Bill-Bar event at the SXSW, consumers can see the chair in action in the brand's upcoming online video series produced by Funny Or Die, it adds.

“For us, it's always been about the beer and how we can take everyday beer-drinking experiences and make them best damn,” said Kathy Sattler, brand director for Best Damn Brewing Co., in a statement. “After launching Best Damn Cherry Cola earlier this month, we're excited to be at SXSW Interactive Festival, the epicenter of creativity, to fuel drinkers’ ingenuity and inspire their own gear ideas.”

Best Damn Brewing Co. is challenging fans to share their own gear concepts with @BestDamnBrewing on Twitter, Instagram and Facebook using the hashtag #BESTDAMN. These submissions could influence two more Best Damn Beer Geer concepts that will be released this summer and fall, it adds.

In addition to seeing the Best Dame Office Chair, legal age festival goers can sample Best Damn Cheery Cola, Best Damn Root Beer and enjoy a Best Damn Root Beer Float created with Austin-based Lick Honest Ice Cream during SXSW, which runs through March 15.