Kenny Chesney, Beverage Company Developing New Rum

Kenny Chesney is teaming with Constellation Spirits, an alcoholic beverage manufacturer, to develop a new premium rum. He will be involved in the development, marketing, advertising and product positioning of the rum that’s scheduled to arrive in stores during the first quarter of 2010. Headquartered in Chicago, Constellation Spirits produces and imports and exports several distilled spirits products, including Black Velvet Canadian whisky. Its parent company, Constellation Brands, represents more than 250 brands of wine, spirits and imported beer. Among them is Corona beer, which sponsored Chesney’s 2008 tour. In a press release announcing the new rum, Chesney said, “As an entertainer, my goal is to create an enjoyable experience for people. I’m going to take that same approach in developing a high-quality rum product with Constellation. We’re looking to create a fun-in-the-sun, vacation-in-a-bottle type experience that people everywhere can enjoy when they kick back and relax.”