Tilray Brands, Inc. (NASDAQ: TLRY) subsidiary SweetWater Brewing Company announced a new partnership with Mercedes-Benz Stadium and the opening of two new branded bars at Atlanta’s premier sports and entertainment venue, which is home to the NFL’s Atlanta Falcons and Atlanta United of Major League Soccer. With this new partnership, sports fans and concertgoers can now enjoy SweetWater beers throughout the stadium and at the new flagship SweetWater bars located on levels 100 and 300.
“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,” said Ty Gilmore, President, of U.S. Beer, at Tilray Brands, SweetWater’s parent company. “SweetWater has deep roots in Atlanta, and serving our beer at the city’s premiere 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 Mercedes-Benz Stadium.”
Tilray CEO Irwin Simon has noted that diversification from cannabis has helped the company as the U.S. takes longer than expected to federally legalize cannabis. During the company’s latest earnings call, he noted that the company built a strong and profitable U.S. beverage alcohol business, including repositioning SweetWater into the #1 craft brewer in Georgia, the #2 craft brewer in the Southeast, and the 10th largest craft brewer in the U.S. At the time he said, “When federal cannabis legalization does occur, we will leverage these U.S. businesses into beverage alcohol and wellness, including their distribution and marketing networks to capture new expansive opportunities across the U.S. and throughout the creation of a broad set of cannabis-infused CPG brands.”
SweetWater’s partnership with 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
“We are excited to partner with our hometown brewing company, Sweetwater, “says Vice President, Partnerships, AMB Sports and Entertainment, Dana Harple. “We are purposeful in bringing local Atlanta businesses inside 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.”