Delaware-based Dewey Beverage Inc., maker of the original canned crush cocktail Dewey Crush, announced globally renowned musician Kane Brown has joined the brand as chief flavor officer.
Launched in 2021, Dewey Crush was created with the goal of bringing the essence of an East Coast summer anywhere by offering a Dewey Beach classic cocktail in a convenient, ready-to-drink can.
Brown was introduced to Dewey Crush by a family member and fell in love with the product’s fresh taste and summer vibe. After initially joining as an early investor, he wanted to create a deeper and more public relationship with the brand, which resulted in his coming on as chief flavor officer Aug. 11.
“Growing up in Northwest Georgia, I had never heard of an orange crush until I started spending time on the Chesapeake Bay with my wife Katelyn and her brothers. Every boat bar they took me to had its own spin on the crush, and it quickly became my go-to summer beverage," said Brown. “To have the opportunity to team up with Dewey Crush and bring not only the drink, but the idea of summer fun, to Tennessee and on tour year-round seemed like an easy decision to make. Dewey Crush has been a hit with my friends at every stop on tour and is definitely my band’s new favorite drink!”
“We are honored that Kane has decided to join the Dewey Crush family, as we believe our alignment on values, lifestyle, family, music and the overall mantra of ‘living life to the fullest’ made this a natural partnership,” said Jarret Stopforth, Dewey Crush co-founder. “We are so grateful for this opportunity to work with Kane and look forward to making summer a 365-day season fueled by Dewey Crush and Kane’s music.”
Sales of canned cocktails have exploded as drinkers look for convenience and new flavors beyond wine, beer and seltzers. The total ready-to-drink alcohol market is $20 billion and growing 1,500% year-over-year in the last 20 years; it is expected to grow to $146 billion by 2030. The authentic craft vodka and crushed fruit beverage is made with premium spirits and real juice, and is available in three handcrafted flavors - Original Orange, Ruby Red Grapefruit and Watermelon. Following last summer’s wildly successful Delaware launch, the brand has since expanded along the coast to Maryland, Washington, D.C., and New Jersey, with Virginia and Tennessee launches slated in the coming months.
Brown’s next album, “Different Man,” is set to be released Friday, Sept. 9.
For more, go to deweycrush.com.