Exclusive news and research on the wine, spirits and beer business

Craft Brewing and Distilling News for September 24, 2019

September 24, 2019

•The Boston Beer Company has announced a new partnership between Truly Hard Seltzer and the NHL, naming the brand as the official hard seltzer of the NHL. The multiyear partnership will begin with the upcoming 2019-2020 NHL season and carry though 2024. The agreement allows Truly to host the pregame fan festival at the Winter Classic and the NHL’s stadium series. In addition to experiential engagement, Truly will be featured on the NHL’s social media accounts and NHL Network, as well as during regular season and playoff broadcasts.

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