Young Empires Team Up with Coors to Launch a New Beer

Coors needs to get twenty-something drinking more beer, hence (a) the introduction of a Millennial-focused Canada-only brew called Altitude; and (b) the use of Young Empires in an epic length interactive commercial video for the song “So Cruel.”

Below is the non-interactive version (you can’t get singer Matt Vlahovich to go where you want), but you’ll get the gist. Expect to hear a lot more about this as we get closer to prime beer drinkin’ season. The whole story can be found at

Is anyone else thinking of this skit Monty Python right now?

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 30+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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