'A Saranac Will Do Just Fine' -- Saranac and moe. Partner for Promotion

For years the folks who brew Saranac beer have been huge fans of the band moe. The members of moe. have also been huge fans of Saranac beer. moe. has actually been singing about their hometown brew in their song Happy Hour Hero for almost 10 years, (originally recorded on their album Tin Cans and Car Tires1998).

Utica, NY (PRWEB) November 30, 2007 -- For years the folks who brew Saranac beer have been huge fans of the band moe. The members of moe. have also been huge fans of Saranac beer. moe. has actually been singing about their hometown brew in their song Happy Hour Hero for almost 10 years, (originally recorded on their album Tin Cans and Car Tires1998).

Romanelli Communications, an ad agency within just a few miles of the birthplace of Saranac (The Matt Brewing Company) and the birthplace of members of moe., loves music and beer, (especially music by moe. and beer by Saranac). Put them all together and you end up with a Saranac TV Commercial with Happy Hour Hero as the soundtrack.

"From the very beginning we wanted great music in this spot," said Fred Matt, Vice President of The Matt Brewing Company. "It was important to us because it's part of the Saranac culture. For the past few years we've hosted concerts by moe. at the Brewery and have been the major beer sponsor of moe.down. The more we worked with Romanelli to develop the TV spot the more we both felt that Happy Hour Hero really belonged there."

"It is perfect for a moe. song to be the soundtrack of the Saranac commercial," said Bernie Freytag, Creative Director of Romanelli Communications. "Both moe. and Saranac achieve high quality in what they produce. They stay genuine and true to their art without hiding behind gimmicks."

"When we heard that there was a Saranac commercial being produced and they wanted to feature a moe. song, we were all for it," said moe. guitarist, Al Schnier. "Saranac is a great beer brewed in our hometown. We already do moe.down together because the guys in the band love the beer, so it was a good fit that just made sense."

Freytag continued, "The line in Happy Hour Hero -- 'a Saranac will do just fine' was a perfect fit. It's all about being content with something fundamental, like great beer. That's why we chose it. At that moment, you don't need anything else."

Immersing themselves in the Saranac brand, Romanelli really discovered who Saranac was. Saranac is about being comfortable, laid back and spending time with friends. They're authentic, the real deal. Their beer is meant to be savored, truly tasted and enjoyed. The Matt Family has a gorgeous, state-of-the-art Brewery where they've been making great beer since the late 1800's. Saranac is about great beer.

Matt continued, "What's nice about this spot is that we're using original music that is real and unscripted. It really speaks to the authenticity of the Saranac brand. The phrase has a laid back unassuming tone to it, which is what we're all about. So your day was rough, you've opened a Saranac, and now, everything's going to be just fine."

This collaborative effort between Saranac, moe. and Romanelli has resulted in a new Happy Hour Hero recording and the birth of the Saranac Quality TV spot, "Great Beer". The spot is planning to run in the Utica/Rome, Albany, Syracuse and Ithaca/Cortland markets and can currently be viewed on YouTube and Saranac.com.

As one of the few remaining great American regional breweries, The Matt Brewing Company has prospered at the foothills of the Adirondack Mountains in Central New York for over a century. Under the leadership of the third (Nick Matt) and fourth (Fred Matt) generations of the Matt family, the Brewery has earned the reputation as one of the most respected specialty brewers in the country, brewing under the Saranac brand a variety of distinctive, flavorful beers.

For more information on The Matt Brewing Company please contact Meghan Fraser, Marketing Coordinator, at 315-624-2400 or visit www.saranac.com.

moe. is Al Schnier (guitar, vocals), Rob Derhak (bass, vocals), Chuck Garvey (guitar, vocals), Vinnie Amico (drums) and Jim Loughlin (percussion, acoustic guitar). An American jam band, formed at the University at Buffalo in 1990. moe. released their first record, Fatboy in 1992. Guitarist Al Schnier has described moe. as an amalgamation of a wide variety of the history of rock, all regurgitated and recycled through our interpretations with a sense of adventure, a sense of humor and a constant desire to push the envelope. moe. is the creator of the coveted annual music festivals moe.down and snoe.down.

For more information on moe. please visit www.moe.org.

Romanelli Communications is a full service communications firm specializing in strategic marketing, market research, advertising, design, public relations and interactive web design in Clinton, NY, Boston, MA and Charlotte, NC.

For more information on Romanelli Communications please contact Katie Ullman at 315-853-3941 or visit www.romanelli.com.

# # # #