Redhook Brewery and Montlake Futures Team Up to Launch Montlake Gameday Gold Lager, a New Craft Beer in Support of University of Washington Athletes
Redhook Brewery, a subsidiary of Tilray Brands (NASDAQ: TLRY), has partnered with Montlake Futures NIL Collective to launch Montlake Gameday Gold Lager, the only beer supporting University of Washington student-athletes. The 5% ABV lager, featuring purple and gold packaging, is available at Husky Stadium, Redhook Brewlab, and Seattle-area grocery stores. This strategic collaboration aims to support UW Athletics and student-athletes' NIL activities while offering fans a new beverage option for game days.
Redhook Brewery, una filiale di Tilray Brands (NASDAQ: TLRY), ha collaborato con il Montlake Futures NIL Collective per lanciare Montlake Gameday Gold Lager, l'unica birra che sostiene gli studenti-atleti dell'Università di Washington. Questa lager con un ABV del 5%, caratterizzata da un packaging viola e oro, è disponibile allo Husky Stadium, al Redhook Brewlab e nei supermercati dell'area di Seattle. Questa collaborazione strategica mira a supportare gli sport universitari e le attività NIL degli studenti-atleti, offrendo al contempo ai fan una nuova opzione di bevanda per i giorni di partita.
Redhook Brewery, una subsidiaria de Tilray Brands (NASDAQ: TLRY), se ha asociado con el Montlake Futures NIL Collective para lanzar Montlake Gameday Gold Lager, la única cerveza que apoya a los estudiantes-atletas de la Universidad de Washington. Esta lager con un 5% de ABV, que presenta un empaque en colores púrpura y oro, está disponible en el Husky Stadium, en Redhook Brewlab y en tiendas de comestibles del área de Seattle. Esta colaboración estratégica tiene como objetivo apoyar a UW Athletics y las actividades NIL de los estudiantes-atletas, mientras ofrece a los aficionados una nueva opción de bebida para los días de juego.
레드훅 맥주(Redhook Brewery)는 틸레이 브랜드(Tilray Brands) (NASDAQ: TLRY)의 자회사로서 몬트레이크 퓨처스 NIL 콜렉티브(Montlake Futures NIL Collective)와 협력하여 몬트레이크 게임데이 골드 라거(Montlake Gameday Gold Lager)를 출시했습니다. 이 제품은 워싱턴 대학교 학생 운동선수를 지원하는 유일한 맥주입니다. 5% ABV를 자랑하는 이 라거는 보라색과 금색 포장을 특징으로 하며, 허스키 스타디움, 레드훅 브루랩, 시애틀 지역의 식료품점에서 구입할 수 있습니다. 이 전략적인 협력은 UW 체육과 학생 운동선수의 NIL 활동을 지원하고, 팬들에게 게임 데이를 위한 새로운 음료 옵션을 제공하는 것을 목표로 하고 있습니다.
Redhook Brewery, une filiale de Tilray Brands (NASDAQ: TLRY), s'est associée au Montlake Futures NIL Collective pour lancer la Montlake Gameday Gold Lager, la seule bière soutenant les étudiants-athlètes de l'Université de Washington. Cette lager à 5% d'ABV, avec un emballage violet et or, est disponible au Husky Stadium, au Redhook Brewlab et dans les supermarchés de la région de Seattle. Cette collaboration stratégique vise à soutenir UW Athletics et les activités NIL des étudiants-athlètes, tout en offrant aux fans une nouvelle option de boisson pour les jours de match.
Redhook Brewery, eine Tochtergesellschaft von Tilray Brands (NASDAQ: TLRY), hat sich mit dem Montlake Futures NIL Collective zusammengeschlossen, um das Montlake Gameday Gold Lager auf den Markt zu bringen, das einzige Bier, das die Studentensportler der Universität von Washington unterstützt. Das Lager mit einem Alkoholgehalt von 5% ABV, das in lila und gold verpackt ist, ist im Husky Stadium, im Redhook Brewlab und in Lebensmittelgeschäften im Raum Seattle erhältlich. Diese strategische Zusammenarbeit zielt darauf ab, die UW Athletics und die NIL-Aktivitäten der Studenten-Sportler zu unterstützen und bietet den Fans gleichzeitig eine neue Getränkemöglichkeit für Spieltage.
- Strategic partnership expanding Tilray's beverage portfolio through subsidiary Redhook
- Market expansion through exclusive partnership with University of Washington Athletics
- New product launch in established retail channels
- None.
Insights
This product launch represents a strategic but modest expansion of Tilray's craft beer portfolio through its Redhook subsidiary. While the partnership with University of Washington's NIL collective creates a unique market positioning, the immediate financial impact is likely to be minimal given the localized nature of the product and the competitive craft beer landscape.
The launch aligns with Tilray's strategy to diversify beyond cannabis, but the distribution scope (Seattle area) and seasonal nature of college sports suggest this will be a niche offering. The true value lies in brand building and establishing a foothold in collegiate sports partnerships, which could pave the way for similar arrangements in other markets.
SEATTLE, Nov. 21, 2024 (GLOBE NEWSWIRE) -- Redhook Ale Brewery (“Redhook”), Seattle’s pioneering craft brewery and a subsidiary of Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), officially presents their new partnership with the Montlake Futures NIL Collective, supporting student-athletes at the University of Washington (UW). Together, they launched Montlake Gameday Gold Lager, the Official Beer of the Montlake Futures NIL Collective. This unique lager stands out as the only beer dedicated to supporting UW student athletes.
Montlake Gameday Gold Lager debuted at Husky Stadium during home games and is available at Redhook Brewlab and Seattle-area grocery stores. This strategic partnership aims to empower UW student-athletes and strengthen UW Athletics while offering fans a new, delicious lager.
"We are pleased to have two of our official partners, Redhook and Montlake Futures, collaborate on a product that benefits our student-athletes and resonates with fans," said UW Director of Athletics Pat Chun. "This partnership supports our student-athletes' NIL activities, starting right in our own backyard and The Greatest Setting in college football."
Prinz Pinakatt, Chief Growth Officer at Tilray Beverages, said, “We’re excited to introduce Montlake Gameday Gold as the ultimate beer for UW fans. This collaboration with Montlake Futures allows us to give back to the community and support student-athletes in a way only Redhook can—with a refreshing, quality beer.”
Montlake Gameday Gold Lager is a bright, light, and balanced lager with a
For more information on Montlake Gameday Gold, visit redhook.com or follow Redhook on Instagram @redhook for the latest updates.
21+ Only. Always enjoy responsibly. Redhook Ale Brewery, Seattle, WA.
About Redhook Ale Brewery
Beer that captures the spirit of Pacific Northwest innovation and community. At Redhook, we're driven by the belief that every beer drinker deserves something extraordinary. Founded in 1981 by Paul Shipman and Gordon Bowker, our brewery emerged from humble beginnings in a renovated transmission shop in Ballard, Seattle, using second-hand equipment and sheer determination.
Fast forward four decades, and the beer scene, much like our vibrant hometown of Seattle, has evolved significantly. Yet, amidst the changes, our dedication to crafting exceptional, approachable beers remains unwavering. While our recipes may have evolved, the entrepreneurial spirit and relentless work ethic instilled by our founders continue to shape our pursuit of creating the hardest-working beer in your fridge. Join us as we raise a toast to innovation, community, and the enduring legacy of Redhook.
About Montlake Futures
Montlake Futures develops Name, Image, and Likeness opportunities that benefit the missions of 501(c)(3) organizations and provides educational experiences for University of Washington student-athletes. Our goal is to leverage the roles and identities of student-athletes to help fundraise, generate awareness, and otherwise support charitable causes, while fostering connections that inspire a lifetime of civic engagement for student-athletes.
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms.
Forward-Looking Statements
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Investors: investors@tilray.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/8ab62a55-a9a6-4347-9ab8-6b9fc80f72eb
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