Sammy Hagar & The Circle rocked the stage and inaugural beer Red Rocker Lager stole the spotlight at an exclusive premiere event at The Fillmore Detroit on Monday, October 23.
Photos of Red Rocker Brewing Co. premiere event and concert are available for download here.
B-roll footage of Red Rocker Brewing Co. premiere event and concert is available for download here.
Photos of Red Rocker Brewing Co. are available for download here.
DETROIT – Oct. 24, 2023 – Rock & Roll Hall of Famer and spirits trailblazer Sammy Hagar and his Billboard chart-topping group, The Circle, celebrated the official launch of his Red Rocker Brewing Co. and its inaugural brew, Red Rocker Lager, with a sold-out, record-breaking concert at The Fillmore Detroit on Monday, Oct. 23.
Hagar, who is widely credited as the pioneer of the celebrity-backed spirits trend, is adding beer to his portfolio of award-winning spirits with the establishment of Red Rocker Brewing Co. in Detroit. Hagar’s inaugural brew, a Mexican-style lager named Red Rocker Lager, took center stage and broke an all-time Fillmore Detroit record with the largest sales of beer in a single night. More than 400 cases of the 16-ounce canned beers were sold, totalling more than 9,600 cans of beer.
Fans of the Red Rocker enjoyed a high-energy performance of the Red Rocker’s iconic hits including “There’s Only One Way to Rock” and “I Can’t Drive 55” as well as Van Halen era hits “Right Now,” and “Why Can’t This Be Love,” which had the packed crowd on their feet through the entire show. Sammy Hagar & The Circle, which is comprised of fellow Hall of Famer and longtime bassist Michael Anthony, Grammy-winning drummer Jason Bonham and guitar virtuoso Vic Johnson, have quickly established themselves as one of the most exciting live rock bands on the road today, seamlessly ripping through career-spanning hits from Hagar’s solo years, Montrose, Van Halen and The Circle. With an ever-changing setlist that draws from more than five decades of iconic rock anthems, fans will experience the excitement of live music with songs including, “Crazy Times,” “Mas Tequila,” “Father Time,” “Heavy Metal,” “Your Love is Driving Me Crazy,” and many more.
Brewed in partnership with Brew Detroit, Red Rocker Lager is 4.3% ABV and available in 4-packs of 16 oz. cans. Sold in liquor stores and bars throughout Michigan, it will soon be available for shipping to select states throughout the U.S. via online orders on RedRockerBrewing.com. Red Rocker Brewing Co. is based in historic Corktown, one of downtown Detroit’s oldest neighborhoods.
Red Rocker Brewing Co. joins Hagar’s award-winning portfolio of top-shelf spirits which includes Sammy’s Beach Bar Rum, a partnership with rock icon Rick Springfield; Santo Spirits, a partnership with tastemaker Guy Fieri; and Sammy’s Beach Bar Cocktail Co. Widely credited for his trailblazing creation of Cabo Wabo Tequila in 1996, Hagar’s legendary foray into spirits began with a personal quest to craft a premium tequila. He quickly built the brand into the #2 selling premium tequila in the US before selling it to Gruppo Campari in a $100 million deal that is widely credited as the start of the celebrity-backed spirits trend.
About Red Rocker Brewing Co.: Rock & Roll Hall of Famer and spirits trailblazer Sammy Hagar has added beer to his portfolio of award-winning spirits with the creation of Red Rocker Brewing Co., based in Detroit. Red Rocker Brewing Co.’s inaugural brew is a Mexican-style lager named Red Rocker Lager to honor Detroit Rock City and rock ‘n’ roll fans. Available in 4-packs of 16 oz. cans, Red Rocker Lager is 4.3% ABV and sold in liquor stores and bars throughout Michigan. Red Rocker Brewing Co. is based in historic Corktown, one of downtown Detroit’s oldest neighborhoods. More information about Red Rocker Brewing Co. is available on the website at RedRockerBrewing.com, as well as on Facebook and Instagram. Red Rocker Brewing Co. merchandise, including a variety of T-shirts, is available on Hagar’s website, linked here, and on RedRockerBrewing.com. For distribution, contact Red Rocker Brewing Co. by calling (313) 701-1733 or via email at email@example.com.
Sammy Hagar: For five decades, Rock & Roll Hall of Famer Sammy Hagar has been recognized as one of the best and most accomplished lead singers and songwriters in rock music. From breaking into the industry with the seminal hard rock band Montrose, to his multi-platinum solo career, to his ride as the frontman of Van Halen, Chickenfoot and his latest best-selling supergroup, The Circle.
Since opening his flagship Cabo Wabo Cantina in 1990, he’s turned a lifelong passion for great food, music and spirits into a thriving and iconic lifestyle brand encompassing restaurants and spirits. He launched Cabo Wabo Tequila in 1996 and catapulted it into the #2 ultra-premium tequila brand in the United States, cementing his position as a spirits industry trailblazer. He sold Cabo Wabo Tequila in 2010 for what was at the time a record-breaking $100 million. He now owns an award-winning portfolio of top-shelf spirits and beer that embody that same spirit of Baja beach life and rock ‘n’ roll. They include Sammy’s Beach Bar Rum, a partnership with rock icon Rick Springfield, Santo Spirits, a partnership with tastemaker Guy Fieri, Sammy’s Beach Bar Cocktail Co. and Red Rocker Brewing Co. Made in Puerto Rico, Sammy’s Beach Bar Rum was founded in 2012 and comes in three varieties: the newly enhanced Platinum Rum and Kola Spiced Rum as well as Red Head Rum. Santo Spirits was founded in 2017 and now offers Santo Tequila Añejo, Santo Tequila Blanco, Santo Tequila Reposado and Santo Tequila Blanco 110, as well as the innovative Mezquila – the world’s first tequila/mezcal blend. Sammy’s Beach Bar Rum steeps island flavor into Sammy’s Beach Bar Cocktail Co.’s top-shelf sparkling rum cocktails in a can, which debuted in 2021. A nod to Hagar’s Cabo roots, Red Rocker Brewing Co.’s inaugural release, Red Rocker Lager, is a Mexican-style lager that is light, crisp and refreshing, with just a touch of sweetness.
He’s also a #1 NYT bestselling author and his first cocktail book, “Sammy Hagar’s Greatest Cocktail Hits,” was awarded the singular GOLD Medal in the cookbook category from the 2023 Independent Publisher Book Awards. Hagar is a dedicated philanthropist whose private non-profit foundation focuses on food relief and children’s causes across the country. Visit RedRocker.com for more information.