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Home / Business / Press Clips: Boston Beer Signs Sponsorship Agreement with NHL; Great Divide sells land in Denver

Press Clips: Boston Beer Signs Sponsorship Agreement with NHL; Great Divide sells land in Denver



Truly Hard Seltzer Appointed NHL Official Hard Seltzer

The Boston Beer Company announced today that it has named Truly Hard Seltzer as the "Official Hard Seltzer" of the National Hockey League. The agreement is Boston Beer's first national sports league partnership.

The sponsorship will begin at the beginning of the 2019-2020 season on October 2, raising awareness of the brand through both broadcasts and stadiums during the regular season, Stanley Cup playoffs, and Stanley Cup finals. Truly will also sponsor the PreGame Truly Hard Seltzer NHL during the Bridgestone NHL Winter Classic 2020 and the NHL Stadium Series 2020.

"As the beer category evolves, we are pleased to become the first national sports league partner of the Boston Beer Company," said Keith Wachtel, NHL's chief business officer and executive vice president, in a press release. "With a flourishing business in several categories, they are an ideal partner to connect with our enthusiastic fan base. We look forward to developing fun and unique activations for your brand portfolio.

In December 2017, Boston Beer and the Boston Red Sox announced a multi-year agreement to make Samuel Adams the "official beer of the Boston Red Sox".

Great Divide Brewing sells 2.4 hectares of land

Denver's Great Divide Brewing plans to build a new production brewery on 5 acres of land purchased in 2013, according to Westword.

] Local developer McWhinney is contractually required to acquire 2.4 acres of land, while Great Divide will retain the remainder of the property that houses the packing warehouse and Barrel Bar. Should the sale be completed as planned, Great Divide will have 10,000 square feet of land available for expansion.

Great Divide laid the foundation for the new country in 2014, which was planned as a multi-phase expansion project. The first phase involved a packaging warehouse; The second phase consisted of additional fermenters, a brewhouse with 100,000 barrels capacity and a second taproom.

Brian Dunn, founder and owner of Great Divide, told Business Den that the company was not sure if it would use the entire country at that time

"We thought it [was] would be better, more To have land as necessary as not enough, "he said.

David Jaudes, vice president of multi-family development at McWhinney, told Business Den that the company had been negotiating with Great Divide for about two years.

Great Divide posted significant revenue declines in 2015 and 2016. According to the national trade group Brewers Association, the production of Great Divide in 2018 fell by 20 percent to 31,575.

] Dunn said that funds from sales will be used to settle debts and to invest in sales and marketing.

"It's a reality that you have to constantly adapt in the beer industry," he told the outlet. "If we make a plan and then find that another plan makes more sense, we need to change it. For that reason, do not try to get emotionally involved with plans.

March First Brewing acquires Figleaf Brewing Company

March First Manufacturing, the parent company of Cincinnatis March First Brewing, has acquired FigLeaf Brewing Company in Middletown. Ohio.

"We are very pleased to welcome the FigLeaf team, the brand and product mix in our family," said first spokesman for March Josh Engel in a press release. "The FigLeaf range complements the other March First brands very well and has a wonderful and loyal following that extends far into the markets of Monroe, Middletown, Trenton, Greater Miami Valley and Metropolitan Dayton."

Year-round Figleaf beer is distributed in 18 counties of Ohio and six counties of Northern Kentucky.

With the news of the acquisition, Figleaf will begin a brewery extension to expand its taproom by 3,000 square feet. The brewery will also increase its brewing capacity by 2,000 barrels a year.

"We are very excited about our future and feel part of a team that can help us accelerate the plans we've been developing for years," said Brian Yavorsky, FigLeaf General Manager, in the news release , "In addition to keeping the current workforce in place, we are also hiring staff for the bar, kitchen and basement operations to support our next phase."

Eastern Market Brewing Takes Over the Former Axle Brewing Space

Three Months After It Announces Looking for a Buyer, the Closed Brewery and Taproom of Axle Brewing, based in Ferndale, Michigan, to the Eastern Market Brewing Co. sold in Detroit.

Eastern Market plans to take over Axles former 10,000 square foot space and inaugurate a barroom and restaurant in late 2019 or early 2020. The approval of the transaction is pending.

In June, Axle Brewing President Dan Riley said the company wanted to "gain a strategic partner or buyer." Riley and Carolyn Bellinson both become Allagash receives B-Corp certification

Allagash Brewing Company, based in Portland, Maine, is now a B Corp. The Crafting Brewery earned 83 B Corp. scores above the 80 score required for certification. Allagash is Maine's first brewery to gain B Corp status and join six other state-owned B Corp. companies.

Allagash re-launched the B Corp certification on an initiative that foresees the use of 1 million pounds of Maine grain by 2021, as well as the granting of a community grant program that finances local charities.

Details of AB InBev's second IPO in Asia revealed

Anheuser-Busch InBev aims to raise up to $ 6.6 billion for the second largest IPO in the world, Reuters reports. The beer giant told the sales office that 1.3 billion shares between 27 and 30 HKD or 3.45 and 3.84 HKD per piece would be offered.

However, recent protests against the Hong Kong government could jeopardize the IPO by negatively impacting the stock market

"You could say conditions are more difficult, but if we listen to potential investors, we believe that This business and its initial public offering are causing quite a stir, "said Jan Craps, CEO of Budweiser APAC. said Reuters.

In July, AB InBev sought to raise $ 9.8 billion through an IPO of the Budweiser Brewing Company APAC. The new offering includes upsize options that will allow A-B InBev to increase its stake by 36.8% and increase sales to $ 6.6 million. Without this option, A-B InBev could raise up to $ 4.8 billion. According to CNBC, AB InBev plans to list the offer on September 30th.

Judge Appoints Leading Attorney in Anheuser-Busch Class Action

In New York, US District Judge Alvin K. Hellerstein appointed California- The law firm Robbins Geller Rudman & Dowd LLP was a senior attorney in a class action lawsuit under Law 360 active against Anheuser-Busch. The lawsuit alleges that AB InBev has misled investors about their ability to reduce their debt. The company's client, City of Birmingham's Retirement and Relief System, will act as principal plaintiff.

According to the lawsuit, the acquisitions of AB by the Mexican Grupo Modelo and the Korean Oriental Brewing and the merger with SABMiller led to almost double indebtedness in 2013 and 2017. The beer giant's debt ratio at the end of 2017 was 4.8, and the rating agencies have given the company the opportunity to reduce this number to 3.0 by next year or are facing a possible downgrade.

In the lawsuit, AB InBev continued to positively present its finances and deceive its investors. This led to a decline in equities by 9.5% in October, and investors say the company has concealed the true state of its finances.

Cigar City Brewing and Tampa Bay Lightning Announce Partnership

The Tampa Bay Lightning of the NHL has a multi-faceted year of partnership with Cigar City Brewing to bring the Tampa-based Craft Brewery to the team's official Craft Beer Partner to make the AMALIE Arena.

During the 2019-2020 season, Cigar City, part of the CANarchy Craft Brewery Collective, will open a taproom next to Arenaplatz. Three Cigar City beers – Jai Alai IPA, Guayabera Pale Ale and Florida Cracker Wit – are also sold in the arena.

The Hunahpu's Beer Festival, a one-day celebration of Hunahpu's Imperial Stout, released annually by Cigar City. will also be held in the arena in March 2020.

Coors Edge Released in the US in November

MillerCoors announced that Coors Edge's non-alcoholic offering will be launched in the US in November following its release in Canada last year. Coors Edge, which contains 41 calories and less than 0.5% ABV, replaces Coors Non-Alcoholic. Coors Edge Expands Sharp's Offering of MillerCoors Alcohol Free Beers.

Auction of Rock Bottom Brewery Assets in Arizona

Rock Bottom Brewery assets in Glendale, Arizona, are being auctioned for sale Following a release by Heritage Global Partners, the auction will begin on 1 January October and ends on the 4th of October. The 20-barrel brewery, the kitchen, the fermenters, the water tanks, the serving tanks, etc. of the brewery will be auctioned off.

Yuengling Partners with Pink Boots Scholarship Society

DG Yuengling and Son has donated $ 50,000 to the Pink Boots Society, a nonprofit organization dedicated to helping beer professionals, to launch the Yuengling Women in Brewing Scholarship. Up to $ 12,500 in scholarships will be given to two women to advance their education in the brewing industry. Beer professionals can apply for brewing courses at various levels of experience at various universities, including Cornell University and the University of South Florida. The scholarship application deadline is September 30, with a second deadline starting in Spring 2020.

Jon Taffer launches Hard Seltzer Line

Bar Rescue presenter Jon Taffer announced his "Taffer's" order A Hard Seltzer Line has been expanded to Mixologist's Craft Drink Mixes. Taffers Mixologist Sparkling Craft Cocktails' line of seven item numbers is available in 12 oz. Cans and check-in at 5% ABV. Three flavors – cucumber jalapeño, pineapple coconut and strawberry basil – will be launched in California, Florida, Nevada and Texas later this month, according to a press release. For four-packs, a recommended retail price of $ 7 is recommended.


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