Beer Brand Rebuffs Nickelback’s Coin, Goes Viral Two Years Later

SMB turns down music video appearance, hopes fortuitous buzz garners new markets


A craft beer brand’s blog post—after gathering virtual dust for two years—went viral this week once being unearthed by a Reddit user. Dark Horse Brewery, based in Marshall, Mich., announced on its blog in March of 2010 that it was considering turning down Nickelback’s overture to appear in the hard rock band’s video. The group’s 2008 album release was titled “Dark Horse,” and it embarked on a “Dark Horse Tour” in 2010.

At that time, a Nickelback producer contacted Dark Horse Brewery to see if the brand wanted to appear in a video that would include numerous people partying and holding cans of its beer.

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