Melbourne last night played host to the spirited launch of an AC/DC-branded bourbon and cola: a drink almost as iconic in the Aussie rock scene (and most other rock scenes, for that matter) as the band itself.
The proverbial and literal stage was set at Melbourne’s storied Cherry Bar on AC/DC lane (where else?), where the limited edition cans of AC/DC Bourbon were consumed en masse and the band’s greatest hits played in the background.
Triple M’s Dave 'Higgo' Higgins took to the stage with gusto to deliver the spiel: “It’s unbelievable synergy for this to come about. AC/DC and bourbon? You’ve got to be kidding.”
Appealing to the collectors out there, the cans will be released at intervals throughout 2016 with each release featuring artwork from one of 10 legendary AC/DC albums. Collectors of the cans can win a major prize by contributing to the hashtag #showusurcans with image or video uploads. The images will be shown on the campaign website and for every album cover consumers will have a chance to win a one-off prize.
Running in tandem with the launch of the drinks is the Let There Be Rock Fund, an initiative that calls for up-and-coming musicians from Australia and New Zealand to record and send in their best AC/DC covers (in any genre they like).
A winner will be selected by an expert panel, featuring Rolling Stone’s own Editor-in-Chief Matt Coyte, and that winner will receive a cash prize (which starts at $10k and will be bolstered by sales of AC/DC Bourbon) to help their rock and roll dreams come true.
Once Higgo had said his piece, Sydney indie upstarts The Vanns played a set that ended, fittingly, with a blistering cover of – you guessed it – AC/DC.
AC/DC Bourbon is available at at independent liquor stores nationwide. Top photo credit: Life Without Andy.