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Dark Horse & The Story Of A Nixed Deal

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Dark Horse

Who would’ve thought that a brewery owner would let go of a lucrative publicity opportunity just because he didn’t like a music band? Well, a Michigan brewery, Dark Horse, did just that, but it was more than two years ago. A two-year-old blog post in this connection was revived via and it appears that the storm is far from over.


The Blog Post

It happened in March 2010 that an entry was made on the Dark Horse Brewery’s website, which showed that the brewery had an offer to have its beer featured in a music video of the Canadian rock band, Nickelback. Dark Horse owner and head brewer, Aaron Morse, is featured in the blog post, that reads, “It’s obvious that this would be a great opportunity for us and maybe get some mainstream youth into craft beer rather than the swill. However, none of us at the brewery really care for the band (or frat parties) so our knee jerk reaction is ‘no thanks.’ But how cool would it be to see our beer in a video? Aaron said, ‘Why can’t it be some cool band like Slayer?’ The guy that called said the lead singer is familiar with our brand. What does that mean? Does the lead singer of Nickelback drink craft beer?”


The Nixed Deal

Apparently, it was Morse who was instrumental in the deal being nixed because he didn’t like the music played by the Nickelback. Morse took just half an hour to decide that the endorsement deal was “not something I wanted to be associated with.” He even said in the blog post that if he had been approached by some other cool band, such as Slayer, he would have entertained the idea. In fact, even two years later, his thoughts have not changed much. He still stands by his decision, although he agrees that the deal would have brought in a lot of moolah for the brewery as well as exposure in untapped markets. The endorsement deal could have made Dark Horse one of the many celebrity-endorsed liquor brands  but that was not to be. Here is what Morse thinks about the issue now, “I absolutely hate that band. It’s s--- rock and roll that doesn’t deserve to be on the radio.”


The Question

However, it is not like Morse took the decision in a jiffy. When the offer first came up from the Nickelback, Dark Horse’s Sales and Marketing Director Mike Earnhart, put the question to the brand’s followers on the website. He asked the followers, “What should we do?” However, before the replies could be taken account of, Morse had made his decision.


Personal tastes can make or mar a good business deal and the Dark Horse-Nickelback endorsement deal seemed to be doomed from the very start.


Image Courtesy: hoosierbeergeek.blogspot , fanpop 

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Dark Horse & The Story Of A Nixed Deal