(from Billboard Magazine, November 16, 2013) In today’s society everyone is trying to build an image that others want to emulate. Musicians are no exception; in all actuality they’re the rule. Having a rocker or partier image is what some musicians and bands alike are striving to portray. Rick Zeiler is coldclocking what the conventional artist/band liquor collaboration looks like.
“Zeiler has been a pioneer in melding spirits and music, with a proven track record doing such deals with Jägermeister and Grey Goose Vodka.” For 18 years Zeiler has been the innovator for some game changing ventures. Coldclock American Herbal Whiskey is his latest endeavor, and it is no exception. Creating a partnership where artists can enjoy an alcoholic beverage and make money at the same time is a brilliant concept. It is also one that coincides with the popular concept of buying what is trendy which is a practice that is extremely prevalent in the market today.
Both brands want to become more recognizable, and free marketing and advertising is a key component in making a brand that will last. Zeiler Spirits provides an opportunity for artists/bands to take ownership. He wants “to enable the musicians who help build a brand and company to ‘own it,’ and stand to make a profit from it. What we are really asking of these people is to help with the brand [through] social media, product placements, mentions onstage, telling people to drink responsibility. We ask them to do what they’re comfortable with.”
Allowing artists to stake a claim makes them willing and more inclined to promote the product. Also, musicians are not going to put their name and reputation alongside a product that they don’t have faith in which makes the promotion for the product a believable one. This is a business partnership that benefits both band and brand all for a relatively low cost.