The NBA starts up again today! Well, not if you’re a Cavs fan, but an abbreviated NBA roster will have some big match-ups tonight and this weekend. In equally pleasing news, NBA beer sponsorships are flowing mightily right now. I totally dig Deschutes’ Trail Blazers partnership and its plaid cans of Rip City Lager. Budweiser and Dwyane Wade recently teamed up to create Budweiser Zero, the brand’s first zero alcohol beer and my new favorite AB brand name (sorry Red Wolf).
Then today, Framingham, Mass.-based Jack’s Abby Craft Lagers announced that it has signed a four-year partnership with the Boston Celtics, which will include a specialty release collaboration beer, Pride and Parquet. Alas, customers won’t have it in time for the Celtics/Bucks match-up tomorrow night, but Pride and Parquet is slated to be released throughout New England in late fall or early winter as the 2020/21 season kicks off.
From the press release:
“Coming up on 10 years in the business with steady success, we were ready to make a big move. But you don’t just make a big deal to say you made one,” said Rob Day, senior director of marketing for Jack’s Abby Craft Lagers. “You have to find something that aligns with your values, shares a fan mentality, and can bring something special to your loyal fans. We found all of that and more in the Celtics partnership. They are a legendary institution in New England and the cooperation and enthusiasm of their organization made this a perfect relationship. We couldn’t be more excited to share in the Celtics story and bring some truly special things to our fans.”
Pride and Parquet is a hoppy lager. The can will feature the parquet design prominently, pulling inspiration from the home and away jerseys of the Boston Celtics. See above. This is a category of beer that Jack’s Abby is famous for building since its launch of Hoponius Union in 2011, according to the release.