Boston Beer Company Partners with AEG Presents for Music Events

Boston Beer Company and AEG Presents Team Up

BOSTON -- The Boston Beer Company has established a strategic partnership with AEG Presents, a leader in the live entertainment sector. This collaboration aims to integrate the company's popular drink brands, such as Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Angry Orchard Hard Cider, into the vibrant world of live music events.

Expanding Presence in the Live Music Scene

This multiyear partnership will involve a presence in nearly 30 AEG Presents venues across the country and sponsorship of several festivals. AEG Presents hosts a range of iconic music venues, enhancing exposure for Boston Beer’s products. From major cities like New York and Las Vegas to music festivals like Electric Forest and the Jazz & Heritage Festival, the partnership aims to create engaging experiences for concert-goers.

Boosting Brand Recognition

For Sun Cruiser, the collaboration marks an exciting opportunity. Having launched just a year ago, the brand has quickly gained traction and is now looking to cement its place among music enthusiasts. Fans of Sun Cruiser will find opportunities to participate in enjoyable activities during events, like product sampling and exclusive giveaways, adding an extra layer of excitement to their concert experience.

Erica Taylor's Vision for Sun Cruiser

Erica Taylor, the senior brand director for Sun Cruiser, expressed enthusiasm for the partnership: "Sun Cruiser is all about embodying that nostalgic, summertime feeling all year round. There’s no better location than live music events to share this experience. We want to be where our drinkers are. They love live music, and we aim to enhance their enjoyment at these concerts and festivals."

Quality and Innovation in Every Sip

Sun Cruiser is crafted from real tea, premium vodka, and natural flavors, delivering a refreshing beverage ideal for any occasion, especially in a festival setting. Each serving contains 4.5% ABV, with only 100 calories and 1 gram of sugar, making it an appealing choice for health-conscious consumers.

Bret Heiman on the Collaboration

Bret Heiman, SVP of Global Partnerships at AEG Presents, emphasized the alignment of values between both companies. "Boston Beer’s products represent the perfect combination of quality and innovation that we crave in our strategic partnerships. Their unique offerings are sure to enhance fan experiences across our venues and festivals, creating unforgettable moments that extend beyond just the music."

Commitment to Growth in Live Entertainment

This new venture marks The Boston Beer Company’s dedicated approach to integrating its brands with live music culture. The collaboration with AEG Presents sets a precedent for future opportunities and expansions in various entertainment events, reinforcing the company’s commitment to connecting with consumers in meaningful ways.

Frequently Asked Questions

What is the Boston Beer Company?

The Boston Beer Company, Inc. is a prominent craft brewer known for its flagship Samuel Adams beer, and it has a diverse portfolio that includes various innovative alcoholic beverages.

What brands are featured in the partnership?

The partnership highlights brands like Sun Cruiser Iced Tea & Vodka, Angry Orchard Hard Cider, Truly Hard Seltzer, and Twisted Tea Hard Iced Tea.

What venues will host the Boston Beer Company's products?

The company’s products will be showcased in around 30 AEG Presents venues, including prominent locations in major cities and popular festivals across the nation.

What activities will fans experience at music events?

Fans can enjoy product sampling, participate in exclusive giveaways, and obtain limited-edition merchandise during events where Boston Beer is featured.

How does Sun Cruiser stand out in the market?

Sun Cruiser is made with real brewed tea and vodka, offering a refreshing option without bubbles, at 4.5% ABV, and low in calories and sugar, making it an excellent choice for event-goers.

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