Schilling Bridge Winery, located in the unassuming town of Pawnee City, Nebraska -- birthplace of Larry the Cable Guy (née Daniel Whitney) -- is trying to put itself on the beverage map. The local winery and microbrewery has introduced "Git-R-Done" beer, named for the comedian and Blue Collar Comedy star's ubiquitous catch phrase. Noting that "Rednecks love quality too," the Schilling family says the new brew will appeal to Larry's core fan base. The light beer is billed to have more "flavor and body" than other high-profile beverages. Watch out, Anheuser-Busch Cos. (NYSE: BUD).
Schilling, in cooperation with Omaha brewery Upstream, will first provide the beer in kegs for distribution to bars. Eventually, Git-R-Done will be offered in bottles and cans. If you're desperate for an immediate taste of the beer, whose logo features an image of Larry, you'll have to make a pilgrimage to Pawnee City, which is located about 75 miles southeast of Lincoln, NE.Two years ago, the proprietors of the Schilling Winery proposed the idea to "Larry," who came to the winery to ink the deal dressed to the nines for his wedding day wearing a pair of shorts and a sleeveless camouflage shirt.
I'm not sure that beverages reliant upon celebrity associations are exactly the wave of the future. Hip-hop star Nelly introduced the energy drink "Pimp Juice" in 2003. While it is billed as the "#1 Hip Hop Energy Drink," (meaning what, specifically?), I don't exactly see it lining the cases of my local convenient stores (perhaps the name is part of the problem).
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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Reader Comments (Page 1 of 1)
7-12-2007 @ 2:41PM
emtp82 said...
I am eager to give it a try.
7-12-2007 @ 3:12PM
Nahu said...
If anything says "nothing" best, this ad does. Perfect for the total "zero" reality non-thinkers!!
7-12-2007 @ 3:55PM
pawneepalooza said...
I am the world's best redneck comedy material writer, and I love Larry's country routine. Anybody want to throw down, I'm ready! I think Git-R-Done Beer should get a good run -- if it tastes great. And it's likely that the publicity will generate a lot of sampling by beer drinkers. Good luck, Larry, you Nebraska rascal!
7-12-2007 @ 4:02PM
vernestrickland said...
I am the world's best redneck comedy writer, and I love Larry's routines. Matter of fact, he needs me. Anybody want to throw down, I'm ready for the challenge. I think Git-R-Done will sell, if it has real taste appeal. If not, Larry probably can't save it. But good luck to the Schillings, and Larry. This is a great idea, and the publicity is great for the launch.
7-12-2007 @ 4:09PM
sue ballou said...
I used to really love to watch Larry the Cable Guy, but as a couple of years went by I am sorry to say he is getting OLD. Jim Carey is funny when you first see him too, but you can only talk with your ass so many times and get a laugh. I am afraid that is the way I feel about Larry. I have seen it, hear it.
7-12-2007 @ 4:16PM
thedoc said...
Way to go "Larry"
As a former Pawnee Citian, I can attest to the pristine and picturesque nature of the area surrounding Pawnee City. Take a drive down some country roads while there.
The brewery/winery produces some very nice vintages. Located at the old Rock Island Depot you will find your time there refreshing.
7-12-2007 @ 4:24PM
Dan said...
I'm sure it will sit on shelves everywhere right next to Billy beer. But I'll try it just cause I like the guy. Lord forgive me for this.
7-12-2007 @ 4:59PM
Raul Cabrera said...
The beer bottle should have the shape of his guitar with the Confederate flag.
7-12-2007 @ 6:02PM
Thomas said...
Pawnee City, Nebraska may be his Birth place but Sanford FL is his home!
7-12-2007 @ 6:30PM
jOHN CORDES said...
LARRY'S HUMOR IS SO FUNNY AS IT DEALS WITH THE TRUTH. ALL OUR TRUTHS.
HIS BEER WILL HELP US WASH THAT DOWN AND SEE THE VALUE OF HIS HUMOR.
JOHN CORDES HERMITAGE PA
7-12-2007 @ 6:54PM
Rod said...
I've got just two words to say here. "Billy Beer"
7-12-2007 @ 11:08PM
Cheyenne said...
The last thing this world needs is another beer or alcoholic beverage. Most of the people I know that drink are losers and do not accomplish anything with their lives. They come home from work, open up a beer and that is all she wrote.
Losers drink beer or any other alcohol for that matter. People need to wise up and not let alcohol run thier lives. Get over your problems. Alcohol does not help you forget crap! It worsens your problems, is bad for your health and does nothing for you that is positive.
People that drink often are known for not getting anything accomplished. They just want to party, sleep, argue with people, and act as ignorant as they are.
Larry, can't you think of anything better to promote and market????
7-12-2007 @ 11:09PM
Cheyenne said...
This world really does not need another beer or alcoholic beverage! Does anyone know how many people are killed every year because of drinking? Does anyone realize how much more they could accomplish in life if they did not spend half their time sitting around getting drunk? One cannot accomplish much because when you are drinking you just want to argue, fall asleep and you are not functioning at your best.
I personally think it's a sad commentary. Come on Larry, can't you honestly think of something better to market than this crap??
7-12-2007 @ 11:36PM
Tom Moore said...
What do you supose "JESUS" thinks?
7-13-2007 @ 12:53AM
jimmy said...
wow - debbie downer!!!
7-13-2007 @ 6:07AM
ejones said...
The man is a drop in the bucket to be soon forgotten as will his humor which is less than great. Anyone remembe4r Billy Beer?