August Schell Brewing Company, Minnesota’s oldest family-owned brewery, and 89.3 The Current, Minnesota’s go-to radio station to hear local, independent, and alternative music, are teaming up on an exclusive beer and music partnership kicking off this May.
Schell’s is brewing up a special co-branded beer with The Current, which will release downloadable music tracks from local artists to pair alongside the beer. “Local bands and local beer are a great match,” said Jim McGuinn, program director for The Current. “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.”
Schell’s The Current Beer, a limited edition Zommerfest Kölsch style ale, will be will be available in 16-ounce “tallboy” cans at bars and in 4-packs at 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 McGuinn. “Knowing what we know about our listeners, this is a natural fit.”
The free music downloads will be available on The Current’s website, thecurrent.org/beer, starting in May. The radio station is hoping to introduce listeners to new local bands and continue to foster the music scene in Minnesota.
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. The public can receive updates about the partnership and the participating music artists by visiting The Current’s website and signing up.