Mmmhop – A New Beer by Hanson

By Jim Cohen | December 2, 2011 | 0 Comments |
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Hanson, remember them? They were a wildly successful band of brothers who had the hit song “Mmmbop.” In 1997 (the year of their hit release), the members of the band weren’t even old enough to drink. The band is still together now releasing music under their own label. Now, Hanson has plans to release its own beer, shamelessly named: “Mmmhop.”

Mmmhop will be an IPA. Zac, the 26 year-old drummer and youngest brother, said to reporters at Oxford University Union in Oxford, England: “It’s vital our fans have trust in everything Hanson do. We are soon going to be selling our own beer. I’m not joking – MMMhop IPA anyone?”

Hanson was extremely popular in the late nineties. They sold 10 million copies of their album “Middle of Nowhere.” The band was nominated for three Grammy Awards in 1998, Record of the Year, Best New Artist, and Best Pop Performance by a Duo or Group with Vocal.

The golden locks of the brothers now are a distant memory. While the band continues to tour the US and Canada, their lives have changed. Taylor (28), Isaac (31), and Zac (26), are now all married and have children. Their private music label also merchandises a clothing line, so perhaps a beer is not too much of a surprise.

"We wanted to create a brand so that our fans have a greater experience," Zac explained. "What is vital is that Hanson merchandise is quality and not made solely with the purpose of profit."

As we mentioned above, this isn’t the first marketing scheme the brothers have ventured into. Their online store offers hot pink Hanson onesies, Hansonopoly, 2011 Christmas Cookie Cutters, and the My Favorite Christmas Sweater Bundle, which includes an 11oz mug and card featuring photos of the brothers in oafish Christmas sweaters

This isn’t the first time musicians have ventured into the beer industry. Def Leppard's Joe Elliott launched his own lager named Down 'N' Outz and British group Elbow developed Build A Rocket Boys Beer just last month in honor of their album of the same name.

Other bands have also tried their hand at the wine business, including: Dave Matthews, AC/DC and Carlos Santana. Marilyn Mason even has a signature brand of absinthe called Mansinthe.

We’re looking forward to “Mmmhop” – perhaps not for the taste – but definitely love the marketing scheme. We’ll report back when we see it hit shelves.

Your Choice. Your Beer. Drink Up.
- Beer Universe

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