Chesney's new Blue Chair Bay Rum launches lifestyle brand

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.

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