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We were hard seltzer deniers for the longest time. We saw it as a fad, not a threat to craft beer. But we’ve come around and apparently so has the National Hockey League.
Here’s the deal…
Today the Boston Beer Company and the National Hockey League (NHL) have announced a new multiyear U.S. partnership, naming Truly Hard Seltzer the official hard seltzer of the NHL.
Starting with the launch 2019-20 NHL regular season, the new five-year agreement marks the first national sports league partnership for the Boston Beer Company’s Truly Hard Seltzer.
This new alliance is important to Boston Beer, because unlike the company’s Samuel Adams craft beer division which continues to struggle, it’s hard seltzer line tripled in volume in 2018.
And when a sport franchise which is deeply aligned with beer introduces a hard seltzer sponsorship, it feels like a watershed moment for both the professional hockey and the drinks industry.
More information about the new partnership can be found in Boston Beer’s press release.
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The Boston Beer Company And NHL Announce Multiyear U.S. Partnership Making Truly Hard Seltzer The Official Hard Seltzer Of The NHL
(New York, Sept 23, 2019)
The Boston Beer Company and the National Hockey League (NHL®) today announced a new multiyear U.S. partnership, naming Truly Hard Seltzer the official hard seltzer of the NHL. Launching at the start of the 2019-20 NHL regular season, the new five-year agreement marks the first national sports league partnership for The Boston Beer Company and Truly Hard Seltzer.
Throughout the NHL regular season, Stanley Cup® Playoffs and Stanley Cup Final, Truly Hard Seltzer will receive exposure to NHL fans in numerous ways, including the opportunity to try new flavors as they are released. In addition, Truly Hard Seltzer will be a part of unforgettable fan experiences as the title sponsor of the Truly Hard Seltzer NHL® PreGame fan festival at the 2020 Bridgestone NHL Winter Classic® at Cotton Bowl® Stadium and the 2020 NHL Stadium Series™ at U.S. Air Force Academy’s Falcon Stadium.
Since its outset, the hard seltzer category has grown exponentially while sales of Truly Hard Seltzer tripled in volume in 2018 and have nearly tripled again in 2019. Now hockey fans and consumers across the country can add Truly to their menu of options to enjoy from puck drop to the final buzzer and beyond.
“As the official hard seltzer of the NHL, we’re offering the best-tasting hard seltzer to the greatest sports fans out there,” said Dave Burwick, CEO of The Boston Beer Company, maker of Truly Hard Seltzer. “As a category leader, we’re seeing record demand for Truly year-round, not just during the summer months. Many NHL fans are already Truly drinkers and that’s why this partnership is a natural fit heading into fall. NHL fans can cheer on their favorite team with a refreshing Truly in hand at a game or watching from home or a bar with friends.”
“As the beer category continues to evolve, we’re thrilled to become the first national sports league partner of The Boston Beer Company,” said Keith Wachtel, NHL Chief Business Officer and Executive Vice President. “With a thriving business across multiple categories, they are an ideal partner to engage with our avid fan base. We’re excited to develop fun and unique activations across their portfolio of brands.”
Fans can expect to see the Truly Hard Seltzer brand on a variety of NHL Media platforms, including NHL.com, NHL Social™ and NHL Network™. Truly will receive exposure during broadcasts of NHL tentpole events and throughout the Stanley Cup Playoffs.
In addition to Truly Hard Seltzer, The Boston Beer Company is also the home of Samuel Adams beer, Angry Orchard hard cider and Twisted Tea hard iced tea, and Dogfish Head beer, giving more opportunities to appeal to and engage the NHL’s fanbase.
NHL, the NHL Shield, Stanley Cup and the word mark NHL Winter Classic are registered trademarks and NHL Stadium Series, NHL Social and NHL Network are trademarks of the National Hockey League. © NHL 2019. All Rights Reserved.
About Truly Hard Seltzer
Truly Hard Seltzer is a clean, crisp and refreshing hard seltzer with a hint of fruit. With just 100 calories, 1g sugar and 5% ALC/VOL. Truly Hard Seltzer is crafted with simple, naturally gluten-free ingredients and contains alcohol made from cane sugar. It is available in 13 delicious styles. To learn more about Truly Hard Seltzer, visit www.trulyhardseltzer.com.
About the NHL
The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, based in Seattle, for the 2021-22 season. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.
