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A Brand Is Born? Wilco Gets Into the Beer and Cereal Game

by Chloe Gordon on 04/18/2022 | 2 Minute Read

Chicago is well-known for its immense range of perks—there are beaches, magnificent buildings and architecture, and an abundance of food. And that's not even to mention the city's sports teams, shopping, and the beloved music scene. 

Of course, there's another Chicago institution worth celebrating—the band Wilco. And they just teamed up with cherished corner store Foxtrot to launch a limited-edition product collaboration. The partnership consists of a custom collection of snacks and beer in honor of Wilco's 20th anniversary of their seminal Yankee Hotel Foxtrot album. 

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The variety of merchandise and snacks consists of Wilc-O's Cinnamon Cereal w/ Off Limits, Broken Heart Custom Gummy Mix, and a Jesus Don't Cry Pilsner with Great Central Brewing. Each treat was designed in partnership with Foxtrot's in-house creative team and Chicago-based artist Louie Capozzoli

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The bright colors paired with gripping typography and nostalgic-inspired illustrations reflect Wilco's bold, funky, and unconventionally perfect tunes. There's a vintage timelessness to the packaging that makes you want to sit in the hot sun with a Jesus Don't Cry Pilsner in hand with "California Stars" humming along in the background.  

Beyond the packaging overhaul, Foxtrot created an in-store takeover at the Old Town Store location in Chicago. The pop-up will transform the store into the Yankee Hotel Foxtrot world through beautifully designed signage, vinyl, and displays, fully immersing fans in a musically-inspired experience. The pop-up will run from April 19th through May 1st.

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