Brian Venable was a huge fan of the “Sportster” beard oil produced by Iron Heritage LLC. Through collaboration, the “Sportster” was replaced by the Lucero guitarist’s branded beard oil, “Catching Hell” that is still currently in production. A custom label and marketing materials were created to reflect the Lucero music and to promote the new product item. Unique marketing products, such as a skateboard, were produced as giveaway items to build a brand story behind the relationship between Iron Heritage LLC and Lucero. Products were sold on the Lucero USA tour.