ST. PAUL - The Current announced Thursday that it is partnering with August Schell Brewing Company to introduce a co-labeled Schell's The Current beer.
Schell's The Current beer is a limited edition of Schell's seasonal Zommerfest, a smooth, light Klsch-style ale. It will be available in May in 16-ounce cans at bars and liquor stores throughout Minnesota wherever Schell's products can be found. It
"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. "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.
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, 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.
It Current began broadcasting in 2005 as a non-commercial, member-supported radio station. From the start, The Current has received numerous accolades, including FMQB Triple A Conference NonComm Station of the Year and Jim McGuinn as Program Director of the Year in 2010, 2011, 2012 and 2013. In 2013, City Pages readers named it "Best FM Station" and host Mary Lucia "Best FM Personality". The Current and its hosts have also been honored by the Minnesota Daily, Women's Press Awards and Vita.MN.