The SweetWater Brewing Company, LLC (‘SweetWater Brewing’ or ‘SweetWater), a subsidiary of Tilray Brands, Inc. (‘Tilray’ or the ‘Company’), recently announced a new partnership with the Mercedes-Benz Stadium in Atlanta, Georgia (US) and the opening of two new branded bars at Atlanta’s premier sports and entertainment venue, which is home to the National Football League’s (NFL’s) Atlanta Falcons and Atlanta United of Major League Soccer (MLS).
‘METRO ATLANTA CEO’ stated that with this new partnership, sports fans and concert goers can now enjoy SweetWater beers throughout the stadium and at the new flagship SweetWater bars located on levels 100 and 300.
The SweetWater Brewing Company is a craft brewery founded in 1997 by Freddy Bensch and Kevin McNerney in Atlanta, Georgia (US). SweetWater’s beers are unpasteurized and distribution is limited to select States.
Tilray Brands, Inc. is an American pharmaceutical, cannabis-lifestyle and consumer packaged goods company incorporated in the United States, headquartered in New York City. Tilray also has operations in Canada, Australia, New Zealand, and Latin America, with growing facilities in Germany and Portugal.
The 71,000-capacity Mercedes-Benz Stadium is a multipurpose stadium located in Atlanta, Georgia, United States. Opened in August 2017 as a replacement for the Georgia Dome, it serves as the home stadium of the Atlanta Falcons of the National Football League (NFL) and Atlanta United FC of Major League Soccer (MLS).
The 71,228-capacity Georgia Dome was a domed stadium in the Southeastern United States. It was demolished in the year 2017.
The company sent out a statement which read, “We are purposeful in bringing local Atlanta businesses inside the Mercedes-Benz Stadium, not only to support locally-owned businesses, but to expose guests from all over to the best of what Atlanta has to offer, SweetWater is a premier example of Atlanta… This is another exciting new partnership as we continue our coast-to-coast expansion and serve our great beer to sports fans across the country. SweetWater has deep roots in Atlanta, and serving our beer at the City’s premier entertainment destination is one of the exciting new ways we’re engaging with the community.”
‘METRO ATLANTA CEO’ further stated that SweetWater’s partnership with the Mercedes-Benz Stadium, which has hosted more than 260 events and 230 million guests since opening in 2017, creates an authentically local experience at the world-class venue. SweetWater was founded in Atlanta in 1997, and the brewery’s award-winning craft beer quickly developed a cult following and helped shape the vibrant craft-beer scene that exists in the City today.
As part of the partnership, SweetWater is also the presenting sponsor and official beer partner of the ATLive concert series and the Summer Movie Experience at The Home Depot Backyard adjacent to the Mercedes-Benz Stadium.
The ATLive, a multigenre concert series developed and promoted by the AMB Sports and Entertainment, is the premier destination concert series for the City of Atlanta and the Southeast.
Atlanta (US)-based AMB Sports and Entertainment is part of the Blank Family of Businesses comprising the National Football League’s (NFL’s) Atlanta Falcons, Major League Soccer’s (MLS’s) Atlanta United FC, the Mercedes-Benz Stadium, the AMBSE Ventures (investment fund), and the PGA TOUR Superstore (operated by Golf & Tennis Pro Shop, Inc.).
Said Ty Gilmore, President, U.S. Bee, at Tilray Brands, SweetWater’s parent company, “This is another exciting new partnership as we continue our coast-to-coast expansion and serve our great beer to sports fans across the country. SweetWater has deep roots in Atlanta, and serving our beer at the City’s premier entertainment destination is one of the exciting new ways we’re engaging with the community. We’re thrilled for more of Atlanta’s football and soccer fans, as well as the community at large, to sip their favorite SweetWater beers while taking in the fun at the Mercedes-Benz Stadium.”
Stated Dana Harple, Vice-President, Partnerships, AMB Sports and Entertainment, “We are excited to partner with our hometown brewing company, Sweetwater. We are purposeful in bringing local Atlanta businesses inside the Mercedes-Benz Stadium, not only to support locally-owned businesses, but to expose guests from all over to the best of what Atlanta has to offer. Sweetwater is a premier example of Atlanta’s finest, and we are proud to have them in the family.”
SweetWater’s best-selling beers are now flowing at the stadium, including their flagship 420 Extra Pale Ale, the widely popular India Pale Ale, and new releases Lager and Gone Trippin’ West Coast-Style India Pale Ale.
Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.
Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.