Hanson is taking a cue from the “Drinkify” app that pairs alcoholic drinks with musicians launching their own brand of beer. Or maybe it’s their marketing/PR department. Flop waiting to happen or brilliant marketing move? Check out the below press release and leave a comment:

***

In honor of HANSON’s 21st birthday, the band are officially launching their own beer, Mmmhops. The first news of a brew from the Oklahoma pop-rock trio surfaced in late 2011, creating a stir among fans and the pop-culture blogosphere, and now, after months of speculation, it’s official. The beer, brewed in partnership with Oklahoma craft beer company Mustang Brewing, will make it’s debut this fall in conjunction with the band’s extensive ANTHEM World Tour, in support of their upcoming sixth studio album ANTHEM, out June 18th.

Although the beer will not be for sale until the tour hits the road this fall, the band shared the first taste of the brew with those attending last week’s Los Angeles premiere of The Hangover Part III in conjunction with the use of the band’s 90’s classic and the beer’s naming inspiration, “Mmmbop,” which is one of the songs featured in the third and final film in the comedy trilogy.

While Mmmhops has been in the works for some time, the band moved up their release plans in response to the devastating tornados in their home state of Oklahoma last week. As shared on Monday’s Good Morning America, several Mmmhops related merchandise items are now available for sale, with all proceeds being donated to the Red Cross to aid in the disaster relief efforts.

“The tragedy hits close to home, especially since this community was among the first places our band performed together, including schools which were lost in the storm. We are hopeful that the proceeds we can galvanize will play a lasting role in the recovery efforts,” says Taylor Hanson. “We have loved bringing people together around music for the last 21 years, and ‘Mmmbop’ which inspired the beer’s name is a song about holding onto the friends and moments that count. We want to use this opportunity to make the release of Mmmhops one of those moments”.

This announcement comes amidst a whirlwind of activity for HANSON, promoting ANTHEM’s infectious first single “Get The Girl Back,” which features guest appearances from members of Fitz and The Tantrums. The star-studded music video features Kat Dennings (Two Broke Girls) and Nikki Reid (Twilight, Thirteen), along with Drew Seeley and Drake Bell. The video is a narrative tale which features the band performing in a packed club backed by an old-school brass section that accentuates the retro aesthetic of the song.

HANSON have been nominated for multiple Grammys, released five studio albums spawning a string of hit singles, and have sold over 16 million albums worldwide. The band established their own independent label, 3CG Records, in 2003, setting them apart as a leading independent artist for the last decade.

Visit HANSON.net for more details, or download the HANSON App, available for iPhone and Android.

###