Opry Entertainment and Opry member group Little Big Town are teaming up during CMA Music Festival this week for “Day Drinking Day” to introduce fans to the second of four exclusive band-curated merchandise collections, “Why Don’t We Do A Little Day Drinking?” The collection launches Thursday, June 8.

The collection is the second offering from Little Big Town and Opry Entertainment, which announced their initial Boondocks collection with a celebration at the Grand Ole Opry in April. The “Why Don’t We Do A Little Day Drinking?” collection, inspired by Little Big Town’s 2014 chart-topping hit, will include drinkware, beach towels, T-shirts, and more.  The collection will be available at Opry Entertainment websites including ryman.com and opry.com, and in the Opry Entertainment retail stores in Nashville.

As part of the launch, Opry Entertainment’s retail store The Nashville Collection, located adjacent to the Wildhorse Saloon on Second Avenue, will be transformed to the Little Big Town Pop-Up Shop featuring collections inspired by Little Big Town’s hits “Day Drinking” and “Boondocks” as well as other collections from the band including Kimberly Schlapman’s Love & Daisies kitchen line and the Fair Child clothing line from Karen Fairchild. The fun will continue two blocks over on the Ryman Auditorium Plaza with a “Day Drinking Day” bar featuring signature cocktails created by and named after the group’s members Jimi, Karen, Kimberly, and Phillip.

The day begins at 9 a.m. at Ryman Auditorium’s Café Lula with a Kegs and Eggs breakfast featuring a breakfast special including draft beer. The band is scheduled to appear on SiriusXM’s “Music Row Happy Hour” at 12:30 p.m. before signing merchandise from the new collection at the group’s pop-up shop from 2 – 4 p.m.