The sun dips below the horizon as the stadium lights blaze to life, illuminating the faces of thousands of fans. The air is electric with anticipation, the kind that only comes with live sports and music. But there’s a new player in the game, one that’s changing the way we savor these moments – craft beverages.
Experience is everything in the live entertainment industry. From the thunderous applause at a game to the first note of a concert, these moments are intensified by the senses – and taste is no exception. The emergence of craft beverages in stadiums and arenas across the U.S. is enhancing the fan experience and offering a platform for craft brands in venues that were once dominated by mega producers. Crafted ERP customers, such as Braxton Brewing and Garrison Brothers, are pioneering this movement and forming alliances with major venues to introduce their distinct flavors to the masses.
Entering the Red Zone
The era of big brands monopolizing the taps at your favorite arena or stadium is a thing of the past. Craft producers have stepped onto the field, and they’re playing to win. The journey of Braxton Brewing toward “world domination” is a testament to the effectiveness of strategic partnerships. As the official seltzer of teams like the Cincinnati Bengals and Indiana Pacers, Braxton has tapped into a fanbase hungry for local, artisanal options. Their co-branded variety packs with the Bengals are a fusion of team spirit and craft quality, a combination that’s proving irresistible to fans.
Crafted’s own hometown team, the Denver Broncos, partnered with Breckenridge Distillery, one of our Colorado-based customers, to create the official team bourbon. Fans can purchase limited edition orange and blue bourbon blends and commemorative Broncos vodka. The distillery has also sponsored the Breckenridge Bourbon Club, an exclusive ground-level club at Empower Field at Mile High.
Home Runs and High Notes
The harmony between craft beverages and venue experiences is undeniable. Consider the Philadelphia Phillies partnership with Stateside Vodka’s ready-to-drink brand, Surfside. Launched in 2023, fans were able to savor local RTDs while rallying behind their home team. The partnership was such a success that Surfside is now served in over 90 MLB ballparks, and has added branded in-park concessions at the Atlanta Braves, Cleveland Guardians, Baltimore Orioles and Pittsburgh Pirates stadiums.
Another on-premise example is the Tampa Bay Rays’ Sip Shine Moonshine Slushie Bar, which infuses a southern twist into the baseball experience. It’s about the camaraderie and shared delight that stem from experiencing unforgettable moments together. Like catching a home run ball one-handed with a craft beverage in your hand, and the cheers it ignites from the entire stadium. These collaborations are not just about sales; they’re about crafting indelible experiences that fans associate with the game and the brand.
Crafted ERP Customers Brewing a Community Connection
The #CraftedCommunity understands that local presence and local tastes translate to local loyalty. Houston-based brewery Saint Arnold and San Diego’s Ballast Point have celebrated their hometown teams with specially crafted beers. The We Want Houston Championship Imperial Hazy IPA debuted after the Astros won the 2022 World Series, and Ballast Point created the
Swingin’ Friar Ale, which is the official beer of the San Diego Padres. These are prime examples of how craft producers embed themselves into their communities’ fabric celebrating the cities, teams and shared passions.
Drawing Up Plays
It’s not just about local fame; some craft producers are going national. Garrison Brothers Distillery is showing that craft spirits makers have a place in the big leagues. The Hye, Texas-based bourbon producer inked deals with the NBA’s Houston Rockets and San Antonio Spurs, and at Acrisure Arena, a music and sporting venue in Palm Springs, California. Their involvement in events like PGA tours further demonstrates craft beverages’ versatility and broad appeal.
Similarly, Crafted ERP customers TX Whiskey Tavern’s presence at Dickies Arena in Fort Worth, and Schell’s Stage at Schilling Amphitheater at the Minnesota State Fair highlight how craft producers are becoming integral parts of diverse entertainment experiences.
Why Partner Up?
For craft beverage producers, the decision to partner with sports and music venues is not just a leap of faith; it’s a calculated move toward expansive growth. These partnerships are a golden ticket to increase brand recognition and reach new customers. Becoming the official beverage of a sports team can come with the added benefit of using the team logo or commemorative imagery on products, not to mention a signal of legitimacy to large retail brands willing to offer you shelf space.
At its core, it’s the pursuit of visibility and community engagement – the chance to be part of the collective consciousness only sports and music can provide. These partnerships are a strategic play, a way to introduce craft beverages to a broader audience and weave them into the fabric of unforgettable experiences.
It’s a marketing masterstroke, where every sip becomes a story shared, a memory created and a bond formed. These partnerships act as a dynamic platform for producers to showcase their products to an audience primed for enjoyment. The atmosphere of excitement and camaraderie serve as the perfect backdrop for introducing a new flavor profile to an engaged crowd.
These are the ultimate win-win relationships: venues diversify their offerings with unique, artisanal options that elevate the customer experience while producers gain exposure to a broad and diverse audience.
Manage Partnerships with Crafted ERP
The complexity of expanding and managing multiple beverage types at multiple locations is overwhelming for producers using disparate software platforms. An infinitely scalable, end-to-end solution for beverage producers managing multiple licenses, product lines and entities is needed to diversify revenue streams, gain competitive advantage and increase profitability.
Behind every successful partnership is robust beverage management software. Crafted ERP customers trust us to be the backbone that supports these complex collaborations, helping producers with seamless management of multiple locations, diverse product lines and complex alliances. It’s the silent partner that ensures everything runs smoothly, from inventory to finances to customer engagement.
The craft beverage industry’s incursion into sports and music venues strategically aligns your business with the excitement of live events, creating experiences, fostering community and building lasting connections – and, of course, selling drinks! With the right partnerships and beverage software, the possibilities are as boundless as fans’ enthusiasm nationwide.
Discover how Crafted can streamline your operations and support your growth in the exciting world of venue partnerships. Connect with our team today to learn more.
