The Big & Rich star's company has found success selling patriotic boots, themed T-shirts and drinkware since launching last year (14), and now the musician is expanding the brand with a restaurant in Nashville, Tennessee.

Also named Redneck Riviera, Rich tells local newspaper The Tennessean that the venue will "have fun, wild cool elements about it but it's also a bar you can take your kids to", adding, "It's the more rural, rowdy version of Margaritaville", referring to singer Jimmy Buffet's popular restaurant chain.

Rich is aiming to open Redneck Riviera next spring (16), with additional locations in South Carolina and Florida.

He also hopes to expand the brand to include liquor, a TV series and a music festival.