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Git-R-Drunk? Larry the Cable Guy beer launches

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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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Last updated: November 09, 2009: 01:17 AM

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