Last July, after sending Take a Little Ride to radio stations, a note was sent out asking those radio stations to play a newer version of the song that had a lyric changed to accommodate Jason's upcoming endorsement deal with Coors.
"Jason Aldean is in the process of signing an endorsement deal with the Coors Brewing Company. With that, he has changed the "Shiner Bock" line in the song "Take A Little Ride" to "A Couple Rocky Tops". We respectfully request you exchange this version with the one you are currently playing."
That request was just a warm-up to today's expected official announcement. The Nashville Business Journal is reporting that the new partnership between Jason and Coors will officially kick off on October 16, the date Jason's new album 'Night Train' comes out.
"Jason is one of the greatest entertainers in music today, as anyone who's been to one of his concerts will tell you," said Dan Hennessy, senior director of marketing for the Coors family of brands, which includes Coors Light and Coors Banquet.
Hey, that's funny, the senior director of marketing for Coors' last name is Hennessy.
Anyhoo, for his part, Jason says Coors has been his favorite beer for a long time and, "I'd like to think I am the person primarily responsible for Coors's stock price going up the past few years."
With the skyrocketing popularity Jason's been experiencing lately, I think he could actually be right.
Jason is expected to not only appear in Coors ads in places such as Walmart (you'll probably be seeing giant cardboard cutouts of Jason holding a beer in the very near future), Jason's also expected to shoot a couple of TV commercials next spring.
Jason says he's looking forward to the commercial shoots and says this partnership "was a no-brainer partnership for me, and I'm especially looking forward to the fridge full of Coors Light they promised all of us for the road."