Real American Beer Supports Live Music
Way back in 1974, The Who single “Long Live Rock” contained the sad refrain, “Rock is dead.” Not if WWE icon Hulk Hogan and his Real American Beer brand have anything to say about it: rock music—along with other genres–is being nourished and thriving through its brand sponsorships that support up-and-coming bands across the U.S.
The bands get support and exposure while RAB gets sales and new customers.
The sponsorship program started in Ohio in May and quickly expanded. In just a few months, the program has led to hundreds of cases sold, 30+ new accounts, and first-time sponsorships for bands that previously had none, a spokesman said. It’s a win-win for the artists and the brand.
Real American Beer went into market in June 2024 in Hollywood, Fla., and is available so far in 25 states.
Matthew Rolnick, SVP of Partnerships & Events, Real American Beer, saw a powerful link between RAB’s unapologetic American spirit and the live music scene, especially on-premise. He sat down with StreetFight to explain how it’s going.
Who is the typical consumer for RAB?
It’s the guy working a double shift and still showing up to coach his kid’s little league game. The one running his own business and still finding time to unwind with friends on the porch. They’re the backbone of this country. The ones who make America work. They show up early, stay late and do the things that keep everything moving. They take pride in their work, their families, and their flag. They’re powerful. They’re proud. They’re 200% American. And they’re ready for a beer that really sees them. That’s what we’re here to build. And we’re doing it one beer at a time.
What’s the advantage to RAB’s being integrated into the live music scene?
Real American Beer is about connection—loud, proud, and unfiltered. And nothing connects people like live music and cold beer. Our partnership with local bands isn’t just about brand placement. It’s about creating shared moments in the places our customers already go to have a good time. Country, rock, and Americana acts tend to align with our voice and values, but we’re open to any band that brings the energy. This brand was built to bring people together one beer at a time—live music just makes it easier.
Is it the only beer allowed to be sold in those venues?
No. These venues carry a range of products. But our bands help move volume. Whether they’re drinking RAB onstage or shouting it out between songs, they’ve become some of our best promoters. The result? Fans ask for it, bars stock it, everybody wins. This [idea] was born in-house and observed firsthand from market visits. Real bars, real bands, real demand. We just followed the volume.
How many arenas are we talking about and in which major markets?
We started with six bands in Ohio in May. Today, we’ve got 15+ bands across Ohio, Michigan, Illinois, New York, and Idaho, with more inbound weekly. These shows happen at bars, clubs and small venues—places where the crowd is close, and the stage is part of the community.
Describe the elements of the Ohio kick off and when that took place.
We launched in Cleveland with a lineup of bands that really get it—Hair Nation, Grunge DNA, Whiskey Bound, Lee Gantt and others. They promoted the brand, wore the merch, and helped drive demand so real that many bars made RAB a regular fixture. It started as a test. Now it’s a movement. Bands are reaching out to us asking to get involved.
What is the overall local strategy for the brand to drive growth?
Keep going where the energy is. We’re partnering with bands that pack local rooms and create community. If the band brings it, and the crowd shows up, we’ll be there.
Is there any advertising to support these partnerships in live music?
Not in the traditional sense. This is powered by grassroots and amplified through our social channels and the bands’ own followings. When the content hits, we support it but we’re not buying billboards for a bar gig.
What do you hope to accomplish by the end of the year with these partnerships?
We want every bar, club, and venue with live music in our active states to know RAB. To carry it. To pour it. And to make it part of the show. Simple as that.
For more examples of partnership in action, please join us at Street Fight LIVE 2025 on September 30th in LA.
