Schell’s The Current Beer, available in May, features downloadable tracks from local artists
The Current has announced that it is partnering with Schell’s, the oldest family-owned brewery in Minnesota and maker of German Craft beer, to introduce a co-labeled Schell’s The Current beer, available in May.
A cold summer brew that pairs deliciously with hot summer tunes, Schell’s The Current beer is a limited edition of Schell’s seasonal Zommerfest®, a smooth, light Kölsch-style ale. It will be available in 16 ounce cans at bars and liquor stores throughout Minnesota wherever Schell’s products can be found.
“We know that many of our fans love craft beer, and we look at any partnership or promotion through the lens of our audience,” said Jim McGuinn, program director for The Current. “We know our listeners and this is a natural fit.”
In addition to increasing brand awareness of The Current, the station also hopes to introduce listeners to local bands, whose songs will be available in May at thecurrent.org/beer. A list of participating bands and songs will be announced closer to the launch of the beer.
“Local bands and local beer are a great match,” McGuinn said. “We love that we can bring the two together. Through the downloads available at thecurrent.org and upcoming shows featuring these artists, we hope to continue to support our local music scene.”
“Beer drinkers are looking to quench their thirst with a brew that has a good story behind it,” said Ted Marti, President of Schell’s, and a fifth generation member of the brewing family. “We’ve got that covered with 154 years of German heritage, and The Current has that covered with the fantastic local music it supports. It’s a win-win.”
Any revenue 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.