Issue link: http://digital.copcomm.com/i/142283
O ne and a quarter million. That's how many fans country music star Kenny Chesney's "No Shoes Nation" tour will reach this summer, and for Blue Chair Bay Rum, that is wonderful news. "Launching this great summer drink on the heels of the fun summer supertour just made a whole lot of sense to us," says Mark Montgomery, CEO of Fishbowl Spirits. After a successful industry introduction at this year's WSWA, this tour was a great way to unveil the spirit to consumers. "WSWA gave the industry a sense of who we are—we are a little bit different, but were certainly a fresh breeze blowing through the convention." Montgomery goes on to explain, "This tour, on the other hand, gives us a way to geographically focus on key markets and really give them our attention one by one." So how are they communicating with the consumers? It starts the Friday night before the big Saturday stadium shows. No Shoes Radio, Chesney's internet radio station, hosts official "No Shoes Nation" parties at venues in each city. The perfect opportunity for fans to win t-shirts, front row tickets and try some Blue Chair Bay Rum cocktails, these parties also help the brand build a relationship with on-premise accounts (see sidebar). For the day of the major stadium shows, a giant sailboat/bar drops anchor in the parking lot of the venue with a 25-foot sail and a replica of Chesney's blue chair for photos. "This boat bar really offers us amazing exposure," says Bob Battipaglia, Blue Chair Bay Rum's Senior Vice President of Sales. "It allows us to bring our 'Born on the Beach' theme everywhere we go. We want to keep the same, consistent Blue Chair Bay voice across the board. Activations like this one let us bring the escape to the people." The last piece of the puzzle is selling Blue Chair Bay Rum and specialty cocktails at every bar in all of the concert venues. "It's really encouraging because, generally, we are selling out, or close to it, at every show. The fans just can't get enough of it," says Battipaglia. Montgomery agrees: "It's safe to say that the initial launch has exceeded everyone's expectations." "The No Shoes Nation tour represents Kenny's attitude of 'Forget about the world outside and just let go,'" explains Montgomery. "Kenny has built that escape point in his music and now he's bringing that same attitude with the rum. Crack the bottle open anywhere and you are on the beach." PHOTO: KIRK WEDDLE No Shoes at the Capital "The No Shoes Radio party the night before the show was a great way to show off the rum, explains Chad Ringler, General Manager of Capital Bar in " Arlington, TX. As the venue for the first No Shoes Radio party at the tour's first stop, Capital Bar was the guinea pig that proved they were on the right track. "The banners, swag and ticket giveaways got people really excited, but the featured cocktails really sealed the deal. " And Capital Bar was just the start. As the summer progresses, Chesney is making more stops and more people are trying Blue Chair Bay Rum. "It's just fabulous the way we have been able to get the word ◗ 1½ oz. Blue Chair Bay White Rum out so quickly, says Battipaglia. " ◗ ¾ oz. orgeat (almond) syrup "The Blue Chair Bay people ◗ ½ oz. Green Chartreuse were just so easy to work with ◗ ½ oz. fresh lime juice too, explains Ringler. "Sending " us everything, simple yet creative ◗ Shake ingredients very well with ice recipes [such as the Wet Money] and the POS, made it easy for in cocktail shaker and strain over ice us to use the rum and really give into a rocks glass. consumers the Blue Chair Bay Rum experience. " Wet Money Capital Bar's General Manager, Chad Ringler, with the Blue Chair Bay White Rum and the Wet Money cocktail. july 2013 / the tasting panel / 55 TP0713_034-65.indd 55 6/24/13 5:41 PM