Alternative.

Rolling Rock, the tiny beer out of Latrobe, PA, has always been that.  We ain't got Bud's budget. But we got The Hangover and Old School director Todd Phillips. And we got a bunch of alternative bands that flaunt their indie spirit every day.

On a shoestring budget, we created the UNBOTTLE IT campaign, which grew into the annual Rolling Rock Town Fair music festival. An alternative juggernaut that featured The Red Hot Chili Peppers, Deftones, Staind, Incubus, Outkast, Moby, Stone Temple Pilots, Nickelback and others.