Jim Beam® and Kid Rock are building on their long-standing relationship by partnering to help music and bourbon fans alike get out of their boring day-to-day routine and into a night where they can "Unleash Their Spirit" with the Brand's newest bourbon, Devil's Cut™.
The award-winning musician and Devil's Cut came together this weekend and scoured Twitter to find guys 21+ talking about their dull weekend plans. Building off the newest innovation, Devil's Cut Bourbon, and its unique production process – that unleashes liquid trapped within the barrel wood – a handful of unsuspecting guys were sent a personalized video from @JimBeamOfficial with special instructions on how to "amp up" their night straight from a rock star who can unleash with the best of them – KidRock.
Five lucky fans were challenged to "Unleash Their Spirit" with Kid Rock. He dished out five all-inclusive VIP trips to his concert in Atlanta next month to Twitter users who were in most need of a bold night out.
"Devil's Cut is the go-to premium bourbon for situations when guys are forced to make the bold choice - do I go home and hit the sack, or go out and kick it up a notch?" said Rob Mason, Director, U.S. Bourbons, Beam Inc. "Because of his bold personality, Kid Rock is the perfect person to urge guys to make that choice to go out with their buddies for what could be an unforgettable night."
Read the full article at PRNewswire.com.