The Current, from Minnesota Public Radio, brings listeners the best authentic new music alongside the music that inspired it, from local to legendary, indie to influential, new to nostalgic. Now, The Current, in partnership with August Schell Brewing Company, announced a series of release events and local Twin Cities music downloads to celebrate the release of its co-branded beer. Just in time for patio happy hours, summer barbeques and weekend cabin getaways, Schell’s The Current beer will be available in bars and liquor stores beginning 5/16.
Schell’s The Current beer is a limited-release of Schell’s seasonal Zommerfest, a smooth, light Kölsch-style ale. Crisp, dry and refreshing, it pairs perfectly with summer tunes.
In anticipation of the launch, The Current is planning a series of public Twin Cities events featuring local musicians throughout the month of May and early June:
• Friday, May 16, 6 -10 a.m., Psycho Suzi’s, Minneapolis, Morning Show live broadcast
• Thursday, May 22, 3 – 6 p.m., Amsterdam Bar and Hall, St. Paul, with the Cactus Blossoms
• Wednesday, May 28, 3 – 6 p.m., Longfellow Grill, Minneapolis, with Frankie Lee
• Wednesday, June 4, 3 – 6 p.m., Bayside Grille, Excelsior, with Gabe Douglas of The 4onthefloor
All events are free and open to the public. Any profit generated from the sales of Schell’s The Current beer will go back to The Current and the work it does to support local music.
In addition to increasing brand awareness of The Current, the station is using the new product to introduce beer lovers to local bands. Beginning today, fans can go to thecurrent.org/beer to download tracks from local artists, creating the perfect warm-weather playlist to enjoy while sipping Schell’s The Current beer. The tracks include:
• Frankie Lee – “Country “
• Har Mar Superstar – “Tall Boy “
• Cactus Blossoms – “Change Your Ways or Die (The Buffalo Song)”
• Actual Wolf – “Thinking of You”
• The 4onthefloor – “Junkie”
• Caroline Smith – “Bloodstyle”
Packaged in 16 ounce cans, the brew will be available wherever Schell’s products are sold. The Current can be heard in the Twin Cities on KCMP 89.3 FM and online at thecurrent.org. The Current’s complete station list can be accessed online at minnesota.publicradio.org/radio/stations.
The Current began broadcasting in 2005 as a non-commercial, member-supported radio station. August Schell Brewing Company (Schell’s) specializes in craft beer and boasts a proud heritage of 154 years of continuous family ownership. Schell’s is the second oldest family-owned brewery in the United States, founded in 1860 in New Ulm, Minn. It became the oldest and largest brewery in Minnesota when the company acquired Grain Belt Beer in 2002. From traditional German brews to innovative spins, the Schell’s brewing process begins and ends with German Craft beer.
RBR-TVBR observation: What a great idea. We’d like to hear about a commercial broadcaster coming up with something that kills so many birds with one stone like this. This is a great example of how radio can become the ties that bind local listeners to local music to local ad dollars.
