SUN CRUISER NAMED OFFICIAL READY-TO-DRINK COCKTAIL OF US OPEN EVENTS IN NEW USGA PARTNERSHIP

The Boston Beer Company’s Sun Cruiser vodka iced tea has secured a multi-year partnership with the United States Golf Association, becoming the official ready-to-drink cocktail of the US Women’s Open and US Open. The deal will feature on-site activations and retail promotion as the brand targets golf fans.

The The Boston Beer Company has struck a multi-year sponsorship agreement that will see its Sun Cruiser vodka iced-tea brand become the “Official Ready-to-Drink Cocktail” of two of golf’s most prestigious tournaments: the US Open and the US Women’s Open.

The partnership begins with the women’s championship in California in early June, followed a week later by the men’s competition. Under the arrangement, Sun Cruiser will be prominently featured through on-site activations and hospitality spaces at both tournaments, integrating the brand into the fan experience at the championships.

Financial details of the agreement were not disclosed.

As part of the collaboration, the brewer will also support the events through promotional activity across Sun Cruiser’s retail footprint and social media platforms, helping extend the visibility of the tournaments beyond the course. The initiative reflects the growing importance of ready-to-drink beverages in live sports environments, where convenience and premium positioning are increasingly shaping concession strategies.

Jon Podany, chief commercial officer at the United States Golf Association, said the brand’s trajectory and positioning made it a natural fit for the championships. “Sun Cruiser’s rapid growth and fresh approach align perfectly with how we continue to evolve the championship experience for today’s fans,” he said. “This partnership enhances our concession and hospitality offerings while bringing a modern, premium beverage option to two of the most iconic stages in golf.”

The brand’s leadership echoed the alignment with golf’s social culture and outdoor appeal. Erica Taylor, senior brand director for Sun Cruiser, said the product had quickly found favour among golfers since its launch. “Since launching Sun Cruiser, we’ve seen drinkers naturally bring it along for a day out on the golf course,” she said. “Teaming up with the USGA’s two flagship championships lets us meet golfers where they already are, whether they’re casual players or diehard fans, because those fun, memorable moments on the course are exactly what Sun Cruiser was made for.”

The sponsorship comes at a time of change within Boston Beer’s marketing leadership. Last month, the company confirmed the departure of its chief marketing officer Lesya Lysyj, who had overseen marketing strategy for seven years. Chief operating officer Phil Hodges is currently overseeing marketing responsibilities on an interim basis while the company evaluates permanent leadership options.

By aligning with two of golf’s flagship tournaments, Boston Beer is positioning Sun Cruiser within a setting closely associated with leisure and outdoor social occasions, as the brand seeks to deepen its connection with consumers across the fast-growing ready-to-drink category.