Kid Rock is unveiling his new beer, not at all surprisingly called Badass Beer, at his Comerica Park concerts July 17 and 18, according to the Detroit News. The concerts will act as a soft launch for Rock's "good, light American lager," which is scheduled to debut in four states around Labor Day. Why bring it out at the Comerica shows? "I wanna test it on my people!" Rock tells Grapevine. "I wanna see how my people like it first." Rock says the beer is simple and has no aftertaste, and isn't some fancy-shmancy ale for the refined palate crowd. "People that like premium beers and Guinness is their beer of choice, they will not like this," he says, defiantly. "I want this to be like the beer I like to drink. You grab it, you share it with your friends, it's refreshing, it's cold, it gives you a good buzz. Done." Rock says print ads for the Webberville, Mich.-brewed beer goof on the likes of Budweiser and Corona but don't mess with Coors, with whom he once had an endorsement deal. "No, not Coors," he says. "Coors was very good to me."