ATLANTA – March 12, 2025 – Global law firm Greenberg Traurig, LLP represented country music superstar Kenny Chesney and Blue Chair Bay Rum in its acquisition by Next Century Spirits. Blue Chair Bay Rum, created by Chesney, is one of the world’s largest independently owned rum brands, having sold millions of cases globally since its inception.
The transaction was led by Jess Rosen, co-chair of the firm’s Atlanta Entertainment & Media Practice, and Duane D. Sitar, with support from Steve Mastbaum, Justin E. Mann, Glenn J. Thompson, and Joel Feldman.
Founded in 2013, Blue Chair Bay Rum has gained widespread popularity for its high-quality spirits and its embodiment of Chesney’s relaxed, beach-inspired lifestyle. The brand’s success has carved a strong position in the spirits industry, resonating with consumers seeking authenticity and connection.
Next Century Spirits, based in Raleigh, North Carolina, is known for its cutting-edge blending and distillation technologies and expertise in custom spirit development. The acquisition is set to propel Blue Chair Bay Rum to new heights, with Chesney remaining actively involved in the brand’s growth and vision.
“This acquisition is a testament to Kenny Chesney’s vision and the power of authentic branding in the spirits industry. We are honored to have played a role in this significant transaction,” Rosen said. “The collaboration between Blue Chair Bay Rum and Next Century Spirits represents an exciting new chapter for the brand and its loyal customers.”
Greenberg Traurig’s Entertainment & Media Practice regularly advises clients at the intersection of entertainment, lifestyle branding, and business innovation, providing strategic counsel tailored to their unique needs.