NEW YORK, Sept. 23, 2019 /PRNewswire/ -- 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®. Gary Bettman has served the
NHL as Commissioner since February 1,
1993 and has guided the world's top professional hockey
league to more than $5 billion in
annual revenues and partnerships with more than 40 blue chip
corporate sponsors. Every year, the NHL entertains more than 670
million fans in-arena and through its partners on national
television and radio; more than 151 million followers - league,
team and player accounts combined - across Facebook, Twitter,
Instagram, Snapchat and YouTube; and more than 100 million fans
online at NHL.com. The League broadcasts games in more than 160
countries and territories through its rightsholders including
NBC/NBCSN and the NHL Network in the U.S., Sportsnet and TVA in
Canada, Viasat in the Nordic
Region and CCTV and Tencent in
China. The NHL reaches fans
worldwide with games available online in every country including
via its live and on-demand streaming service NHL.TV™. Having
entered the esports world in 2018, the League hosts the NHL Gaming
World Championship annually, drawing record digital streaming
audiences during the 2019 campaign. Fans are engaged across the
League's digital assets on mobile devices via the free NHL® App;
across nine social media platforms; on SiriusXM NHL Network Radio;
and on NHL.com, available in eight languages and featuring
unprecedented access to player and team statistics as well as every
regular-season and playoff game box score dating back to the
League's inception, powered by SAP. The NHL is committed to
building healthy and vibrant communities through the sport of
hockey by increasing youth participation and engagement; fostering
positive family experiences; promoting inclusion, positive culture
and leadership; and supporting sustainable community impact.
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SOURCE The Boston Beer Company, Inc.