A year after quietly launching his own line of hot sauces, Alice Cooper is turning up the heat and taking the brand nationwide
Cooper says the reaction to his hot sauce has been “really good from both Alice fans and hot sauce enthusiasts [alike],” and he’s excited to grow the business on a larger scale. The homemade hot sauce was first developed for his Alice Cooperstown restaurant in Phoenix. But when the restaurant closed in 2017 , the rocker says he wanted to bottle up a little bit of the business with him.
“We had our own in-house hot sauces at my restaurant and people kept asking to make it available,” he tells“There are so many brands, varieties and tastes to choose from out there, but after a while we said, ‘Hey, let’s do it!’ After all, it is not only a great hot sauce, but it is also a really cool thing to own for collectors and fans.”
Cooper worked closely with his long-time manager Shep Gordon, and the singer’s team at Primary Wave Music, to perfect the recipes for the hot sauces. “I go by taste and what I like and what stands out,” he states, when asked about the final flavor profiles. It was also important, Cooper says, “to do [hot sauce] a little differently and keep it rock and roll.”
To wit: the singer has brought bottles of his hot sauces on tour with him, giving out bottles to his crew and members of the band. “Everybody on the road out here seems to love hot sauce and we can’t keep enough of our hot sauce on the bus,” he admits. “I’ve tasted a lot of different hot sauces, and ours has a very different flavor. It really makes road food a lot better.”According to Jeff Straughn, the Chief Brand Officer at Primary Wave Music, Cooper was actively involved in the whole process.
It doesn’t seem to be hyperbole either – Straughn says the Rock & Brews partnership was supposed to be a limited-time offer, but after “selling hundreds of the Alice Cooper Poison Burger [in the] first week, it’s now moving to a permanent item on the menu.”
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