It's not every joint that can get The Voice of a Generation as its pitchman.

But music legend Bob Dylan gave a shout-out to Rojo, the neighborhood bar and eatery in Birmingham's Highland Park, during his weekly satellite radio show.

"Theme Time Radio Hour," which showcases quirky music and Dylan's offbeat observations each Wednesday on XM satellite radio, was based on the theme "Numbers 11 and Larger."

Following a song by the band NRBQ called "12 Bar Blues," Dylan croaked, "That was a song about 12 bars. Here's four more that I like. If you're in Birmingham, Alabama, stop by the Rojo. That's Spanish for red."

He went on to mention bars in Burlington, Vt.; Providence, R.I.; and New York City.

Being name-checked by Dylan on nationwide radio caught Rojo co-owner Laney DeJonge by pleasant surprise.

"Did we miss him?" DeJonge said. "It's so off the wall. It didn't come from us, but we're definitely flattered. That's like a million-dollar endorsement. I bet Nike would pay $1 million for Bob Dylan to say, `I like that shoe.'"

A patron brought it to the attention of DeJonge and partner Clark Lopez. DeJonge, who did not know Dylan hosted a radio show, has been listening to it since, she said.

"It's great," she said. "Since we love music around here, to have someone as idolized as Bob Dylan give you a plug is something."

Bartender Leslie Martin has worked at Rojo since it opened in 2002.

"We'd know if Bob Dylan came in here," Martin said. "What was he, in disguise? There are a lot of people who come here who are Bob Dylan fans."

When Martin was asked what Dylan might order if he ever visited the eclectic Highland Avenue night spot, she burst out laughing.

"I'm sure he'd have a tasty beverage," she said.