hellomarko

Kenny Chesney’s launch of the Blue Chair Bay line of rums in 32 markets this month is far more than just putting his name on a product. Blue Chair Bay is a lifestyle brand extension for the artist in the truest sense of the term, with Chesney in effect servicing as Blue Chair Bay’s chief creative officer, according to Mark Montgomery, co-founder of FLO {thinkery}, Chesney’s partner in launching the brand.

Blue Chair Bay Rum isn’t an endorsement-it’s Chesney’s personal brand, crafted as a distillation of his island lifestyle. Simply put, Chesney has created his “drink of choice,” a premium-blended rum, made at one of the oldest, most-respected distilleries in the Caribbean.

Chesney says he “can’t do anything halfway,” and dove head first into the launch of Blue Chair Bay. “I didn’t want somebody to give me some money and say, ‘We’re going to slap your name on this product and we’re going to sell it as your rum,’” he says. “It would have been really easy to do that, and it probably would have been over by now.”