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Craft Brewing and Distilling News for January 21, 2021

January 21, 2021

•Grand Rapids, Michigan-based Founders Brewing has announced a new partnership with the Philadelphia 76ers, beginning the largest sports partnership in the brewery’s history. The sponsorship will kick off during the second half of the NBA season, with specialized Sixers-themed cans for Founders All Day IPA sold throughout eastern Pennsylvania, southern New Jersey, and Delaware. In addition to the team-branded packaging, Founders will run a text-to-win contest giving fans the chance to win co-branded merchandise. Codes for the text-to-win contest can be found at retailers throughout the region.

•Georgia craft brewer SweetWater Brewing is entering the Colorado market February 1. SweetWater, which was recently acquired by Canadian cannabis company Aphria, is partnering with Eagle Rock Distributing to reach 75% of the state, including the Denver metro area, Loveland, Littleton, Colorado Springs, Pueblo and Durango. SweetWater will reach the rest of Colorado by partnering with Central Distributing Company, Quality Brands of the Rockies and B&K Distributing on the western slope. With the expansion into Colorado, SweetWater will be available in 27 states, plus Washington, D.C.

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