Multiyear Partnership to Bring Premium, Ready-to-Drink Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea and Angry Orchard Hard Cider to Nearly 30 Iconic AEG Presents Music Venues and Festivals Nationwide
The Boston Beer Company has joined forces with AEG Presents, a global leader in live entertainment, to bring its portfolio of brands—headlined by Sun Cruiser Iced Tea & Vodka and also including Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Angry Orchard Hard Cider—to the heart of the live music experience.
The multiyear partnership, brokered by AEG Presents Global Partnerships, will see The Boston Beer Company activate its flagship brands across nearly 30 AEG Presents music venues nationwide, including Brooklyn Steel (NY), Resorts World Theatre (Las Vegas), and Roadrunner (Boston) as well as multiple festivals from coast to coast, including Electric Forest in Rothbury, Michigan, and the New Orleans Jazz & Heritage Festival (New Orleans).
As the first major music partnership for Sun Cruiser, coming just one year after its debut, this partnership will help the fast-growing spirits-based iced tea establish itself as a go-to choice for music lovers. The brand and its lineup of flavors—Classic Iced Tea, Lemonade + Iced Tea, Raspberry, and Peach—will be prominently featured across AEG Presents’ iconic venues and festivals. Fans of legal drinking age can elevate their concert-going experience through on-site activities such as product sampling, exclusive giveaways, limited-edition merchandise, and more.*
"Sun Cruiser is all about bringing drinkers that nostalgic, summertime feeling all year long, and there’s no better place to let the good times cruise than live music events,” said Erica Taylor, senior brand director for Sun Cruiser. “We want to be where our drinkers are, and we know they love live music, so this is our way of helping them savor every moment of their experience at AEG Presents’ concerts and festivals.”
Made with real iced tea, real vodka and natural flavors, Sun Cruiser delivers a smooth sip with no bubbles, 4.5% ABV, 100 calories and just 1 gram of sugar per 12oz. serving, making it an easy sipping experience, perfect for a festival weekend or concert night.
"Boston Beer’s products represent the perfect blend of quality and innovation that we seek in our strategic partnerships,” said Bret Heiman, SVP, Global Partnerships at AEG Presents. “Their fresh approach and standout offerings will enhance the fan experience across our extensive network of venues and festivals, creating memorable moments that extend far beyond the stage.”
The brand-new partnership underscores The Boston Beer Company’s commitment to the live music space and sets the foundation for future growth as well as expanded activations across the AEG Presents portfolio.
For more information on The Boston Beer Company and its brands, please visit bostonbeer.com. To find Sun Cruiser Iced Tea & Vodka near you, check out the brand’s product finder. For more on AEG Presents, visit aegpresents.com.
*Subject to state legalities; experiences may differ by venue.
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