The Boston Beer Company and AEG Presents Announce Strategic Live Music Partnership
The Boston Beer Company (NYSE: SAM) has announced a strategic multiyear partnership with AEG Presents, bringing its beverage portfolio to nearly 30 music venues and festivals nationwide. The partnership will feature Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Angry Orchard Hard Cider across prominent venues including Brooklyn Steel, Resorts World Theatre, and major festivals.
This marks Sun Cruiser's first major music partnership since its debut, featuring its lineup of Classic Iced Tea, Lemonade + Iced Tea, Raspberry, and Peach flavors. The product contains 4.5% ABV, 100 calories, and 1 gram of sugar per 12oz serving. The partnership will include on-site activities such as product sampling, exclusive giveaways, and -edition merchandise for legal-age consumers.
La Boston Beer Company (NYSE: SAM) ha annunciato una partnership strategica pluriennale con AEG Presents, portando il suo portfolio di bevande in quasi 30 locali musicali e festival in tutto il paese. La partnership presenterà Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea e Angry Orchard Hard Cider in importanti locali come Brooklyn Steel, Resorts World Theatre e grandi festival.
Questa è la prima grande partnership musicale per Sun Cruiser dalla sua introduzione, con la sua gamma di gusti Classic Iced Tea, Lemonade + Iced Tea, Raspberry e Peach. Il prodotto contiene 4,5% ABV, 100 calorie e 1 grammo di zucchero per porzione da 12oz. La partnership includerà attività sul posto come degustazioni di prodotto, giveaway esclusivi e merchandise in edizione limitata per i consumatori maggiorenni.
La Boston Beer Company (NYSE: SAM) ha anunciado una asociación estratégica a largo plazo con AEG Presents, llevando su portafolio de bebidas a casi 30 locales de música y festivales en todo el país. La asociación contará con Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea y Angry Orchard Hard Cider en lugares destacados como Brooklyn Steel, Resorts World Theatre y grandes festivales.
Esta es la primera gran asociación musical de Sun Cruiser desde su lanzamiento, presentando su línea de sabores Classic Iced Tea, Lemonade + Iced Tea, Raspberry y Peach. El producto contiene 4.5% ABV, 100 calorías y 1 gramo de azúcar por porción de 12oz. La asociación incluirá actividades en el lugar, como degustaciones de productos, sorteos exclusivos y mercancía de edición limitada para consumidores mayores de edad.
보스턴 맥주 회사 (NYSE: SAM)는 AEG 프레젠츠와 전략적 다년 파트너십을 발표하며, 거의 30개의 음악 공연장과 축제에 음료 포트폴리오를 선보입니다. 이 파트너십은 브루클린 스틸, 리조트 월드 극장 및 주요 축제를 포함한 유명 공연장에서 Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea 및 Angry Orchard Hard Cider를 선보일 것입니다.
이번 파트너십은 Sun Cruiser의 첫 번째 주요 음악 파트너십으로, Classic Iced Tea, Lemonade + Iced Tea, Raspberry 및 Peach 맛을 포함합니다. 이 제품은 12oz 서빙당 4.5% ABV, 100칼로리 및 1그램의 설탕을 포함합니다. 파트너십에는 제품 샘플링, 독점 경품 및 성인 소비자를 위한 한정판 상품과 같은 현장 활동이 포함될 것입니다.
La Boston Beer Company (NYSE: SAM) a annoncé un partenariat stratégique pluriannuel avec AEG Presents, apportant son portefeuille de boissons à près de 30 salles de musique et festivals à travers le pays. Ce partenariat mettra en avant Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea et Angry Orchard Hard Cider dans des lieux emblématiques tels que Brooklyn Steel, Resorts World Theatre et des festivals majeurs.
C'est le premier partenariat musical majeur de Sun Cruiser depuis son lancement, présentant sa gamme de saveurs Classic Iced Tea, Lemonade + Iced Tea, Raspberry et Peach. Le produit contient 4,5 % ABV, 100 calories et 1 gramme de sucre par portion de 12oz. Le partenariat comprendra des activités sur place telles que des dégustations de produits, des cadeaux exclusifs et des marchandises en édition limitée pour les consommateurs majeurs.
Die Boston Beer Company (NYSE: SAM) hat eine strategische mehrjährige Partnerschaft mit AEG Presents angekündigt, die ihr Getränkeportfolio in fast 30 Musikveranstaltungsorten und Festivals im ganzen Land einführt. Die Partnerschaft wird Sun Cruiser Iced Tea & Vodka, Truly Hard Seltzer, Twisted Tea Hard Iced Tea und Angry Orchard Hard Cider in prominenten Veranstaltungsorten wie Brooklyn Steel, Resorts World Theatre und großen Festivals präsentieren.
Dies ist die erste große Musikpartnerschaft von Sun Cruiser seit seiner Einführung, die seine Geschmacksrichtungen Classic Iced Tea, Lemonade + Iced Tea, Raspberry und Peach umfasst. Das Produkt enthält 4,5% ABV, 100 Kalorien und 1 Gramm Zucker pro 12oz Portion. Die Partnerschaft wird Aktivitäten vor Ort wie Produktproben, exklusive Verlosungen und limitierte Merchandise-Artikel für volljährige Verbraucher umfassen.
- Strategic expansion into live entertainment market through partnership with major venue operator AEG Presents
- Increased brand visibility across 30 prominent venues and festivals nationwide
- New growth opportunity for Sun Cruiser brand through first major music partnership
- None.
Insights
Boston Beer Company's partnership with AEG Presents represents a strategic marketing expansion that aligns with the company's diversification beyond traditional beer offerings. This multiyear deal places their portfolio—particularly the nascent Sun Cruiser brand (launched just one year ago)—across nearly 30 high-profile music venues and festivals nationwide.
The partnership's primary value lies in experiential marketing opportunities rather than immediate revenue impact. By establishing presence at venues like Brooklyn Steel and festivals such as Electric Forest, Boston Beer gains valuable consumer touchpoints during prime consumption occasions for its ready-to-drink portfolio. For Sun Cruiser specifically, this represents the brand's first major music partnership during its critical early growth phase.
The strategic focus on Sun Cruiser is particularly noteworthy. With 4.5% ABV, 100 calories and just 1g of sugar, the product is well-positioned for health-conscious consumers looking for non-carbonated alternatives. The marketing activities—sampling, merchandise, and on-site activations—should drive trial among the exact demographic these products target.
While no financial terms were disclosed, this type of venue partnership typically involves standard pouring rights arrangements that represent incremental rather than transformative business impact. The deal appears more significant for building the Sun Cruiser brand than materially affecting near-term financial performance.
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
BOSTON, April 03, 2025 (GLOBE NEWSWIRE) -- 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,
"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 www.aegpresents.com.
About The Boston Beer Company:
The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in the United States. We consistently offer the highest-quality products to our drinkers, and we apply what we've learned from making great-tasting craft beer to making great-tasting and innovative "beyond beer" products. The Boston Beer Company has pioneered not only craft beer but also hard cider, hard seltzer, and hard tea. Our brands include household names like Angry Orchard Hard Cider, Dogfish Head, Hard Mountain Dew, Samuel Adams, Sun Cruiser, Truly Hard Seltzer, and Twisted Tea Hard Iced Tea. We have taprooms and hospitality locations in California, Delaware, Massachusetts, New York, and Ohio. For more information, please visit our website at bostonbeer.com, which includes links to our
respective brand websites.
About Sun Cruiser Iced Tea & Vodka:
Made for those who enjoy the sun on their face and hanging outdoors with friends, Sun Cruiser Iced Tea & Vodka is made with real brewed tea and premium vodka for a perfect choice to sip and share. At
About AEG Presents:
Combining the power of the live event with a focus on true artist development, AEG Presents is a world leader in the music and entertainment industries. Operating across five continents, the company has an unparalleled commitment to artistry, creativity, and community. Its tentpole festivals and multi-day music events — which include the iconic Coachella Valley Music & Arts Festival and the legendary New Orleans Jazz & Heritage Festival alongside British Summer Time at Hyde Park, Stagecoach, Hangout Festival, Electric Forest, Rock En Seine and All Points East — continue to set the bar for the live music experience. AEG Presents promotes global tours for artists such as Justin Bieber, Zach Bryan, Sabrina Carpenter, Kenny Chesney, Luke Combs, Celine Dion, Elton John, Carin León, Paul McCartney, The Rolling Stones, Ed Sheeran, Taylor Swift, and Tyler, The Creator, in addition to — through its network of clubs, theatres, arenas, stadiums and renowned partner brands such as The Bowery Presents, Cárdenas Marketing Network, Concerts West, Frontier Touring, Goldenvoice, Marshall Arts, MCT Agentur, Messina Touring Group, PromoWest Productions, and Zero Mile Presents — creating and developing an unmatched infrastructure for artist development and audience reach. More information can be found at www.aegpresents.com.
About AEG:
Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. The company operates in the following business segments:
- Music through AEG Presents, which is dedicated to all aspects of live contemporary music performances, including the production and promotion of global and regional concert tours, an extensive portfolio of clubs, theaters and other music venues, concerts and special events and world-renowned festivals such as the Coachella Valley Music and Arts Festival;
- Venues and Real Estate, which develops, owns and operates world-class venues, as well as major sports and entertainment districts like Crypto.com Arena and L.A. LIVE, Uber Platz in Berlin and The O2 in London;
- Sports, as the world’s largest operator of high-profile sporting events and sports franchises including the LA Kings, LA Galaxy and Eisbären Berlin;
- Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating, and other strategic partnerships.
- And Ticketing, through its AXS.com ticketing platform, which provides more than 400 clients worldwide with ticketing services that cover the gamut of entertainments, including sporting events, arena tours, music clubs festival, rodeos and family events.
Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 90 million guests annually. More information about AEG can be found at www.aegworldwide.com.
*Subject to state legalities; experiences may differ by venue.
Kasey Barrow Boston Beer Company 443-945-5355 kasey.barrow@bostonbeer.com Dennis Dennehy AEG Presents ddennehy@aegpresents.com Sam Johnson AEG Presents sjohnson@aegpresents.com Shannon Donnelly AEG Global Partnerships Shannon.Donnelly@Beckmedia.com
FAQ
What venues are included in Boston Beer Company's (SAM) partnership with AEG Presents?
What are the key specifications of Sun Cruiser's beverages in SAM's new partnership?
Which Boston Beer Company (SAM) brands are included in the AEG Presents partnership?
What promotional activities will SAM implement at AEG Presents venues?
