Bryce Vine And Teddy Swims Get Canned

It seems that everything old is new again. There has been quite a trend of celebrities fronting alcohol brands, we’ve seen it with tequilas, vodkas, and bourbons. Now, there is a new twist on an old favorite: Coca-Cola
KO
and Jack Daniels have come out with a Jack and Coke premixed cocktail. They’ve partnered with Bryce Vine and Teddy Swims to tap their respective audiences and bring them back to what was once a standard bar cocktail. Both musicians performed at a launch party held recently in Los Angeles meant to raise awareness of their joint venture.

Both Bryce and Teddy have a specific audience. Teddy is an up and coming artist whose mellifluous voice and predilection for classic covers has rocketed him from obscurity.

Bryce, has been building audience based upon his catchy rhythms and bouncy performance style all the way from when he brought out his first hit sour patch kids.

I spoke with Bryce Vine and Teddy Swims a week ago to catch up on what’s new in their career and what brought them into this beverage partnership. Both of them are enthusiastic about the way their audiences are responding to live performance in this new post COVID era where rooms are full and crowds are plentiful.

2023 is apparently the year in which COVID concerns have abated and fans have returned to live events. They’re not only coming out to see the performers and hear the music, they’re coming out to party. Brands are noticing and integrating more closely with the live entertainment experience in an attempt to leverage the popularity of their performer partners and help align fans with the brand.

This shift first became evident last year in Miami during Art Basel when hordes of people took over the streets attempting to get into brand sponsored parties. Since then, large turnouts for events have spread across the country. Coachella’s 2023 field was filled this year, and it seems that celebratory gatherings are back to pre-pandemic levels.

Teddy has a new song out Devil In A Dress:

Bryce also has a new song out Nostalgia. It is in support of his new five song EP Serotonin.

There is no shortage of demand among consumers for live performances. That seems currently to be where people are prioritizing their efforts to be in attendance. And, those experiences are typically conducive to consuming a beverage or two. What’s old is new again. Trends are beginning to pivot from creating a new label alcohol brand in conjunction with an established artist to having the artist endorse classic brands. At some point it is too expensive to try and penetrate the noise while building a brand from scratch. Bryce and Teddy have aligned their own identities with the existing strength of dominant brands. That’s smart business. Everyone wins. The brands get attention in the demographics represented by Bryce and Teddy, and they in turn get access to a broader population.

Historically it has been correct to say that success is accomplished when it’s “in the bag.” Now, we’re shifting to where it might also be correct to note that it’s also in the can. For Bryce and Teddy, that conclusion is foregone.