Greensky Bluegrass is a progressive bluegrass band formed in Kalamazoo, Michigan, in 2000. They play annually at the Telluride Bluegrass Festival and recently struck a business partnership with Telluride Brewing Company to produce a new beer, “Greensky: An American Lager.” Greensky Bluegrass called on attorney Matthew Wilson, who leads the firm’s Entertainment and Sports Industry Team, to negotiate the co-branding agreement.
AGG drafted a co-branding agreement that allows the brewery to use the band’s registered trade name in connection with the marketing and distribution of a new craft beer style. AGG assisted the band’s management team with the negotiation of the terms and execution of the final agreement.
A release party for the new beer was held at a Denver restaurant. Described as “a pure sessionable lager with a delicious mosaic hop backbone that you can enjoy throughout the show,” the new beer will help make the Greensky Bluegrass band even better known.