The Boston Beer Company and the National Hockey League (NHL®) today announced a new multiyear U.S. partnership, naming Truly Hard Seltzer the official hard seltzer of the NHL. Launching at the start of the 2019-20 NHL regular season, the new five-year agreement marks the first national sports league partnership for The Boston Beer Company and Truly Hard Seltzer.

Throughout the NHL regular season, Stanley Cup® Playoffs and Stanley Cup Final, Truly Hard Seltzer will receive exposure to NHL fans in numerous ways, including the opportunity to try new flavors as they are released. In addition, Truly Hard Seltzer will be a part of unforgettable fan experiences as the title sponsor of the Truly Hard Seltzer NHL® PreGame fan festival at the 2020 Bridgestone NHL Winter Classic® at Cotton Bowl® Stadium and the 2020 NHL Stadium Series™ at U.S. Air Force Academy’s Falcon Stadium.

Since its outset, the hard seltzer category has grown exponentially while sales of Truly Hard Seltzer tripled in volume in 2018 and have nearly tripled again in 2019. Now hockey fans and consumers across the country can add Truly to their menu of options to enjoy from puck drop to the final buzzer and beyond.

“As the official hard seltzer of the NHL, we’re offering the best-tasting hard seltzer to the greatest sports fans out there,” said Dave Burwick, CEO of The Boston Beer Company, maker of Truly Hard Seltzer.  “As a category leader, we’re seeing record demand for Truly year-round, not just during the summer months.  Many NHL fans are already Truly drinkers and that’s why this partnership is a natural fit heading into fall. NHL fans can cheer on their favorite team with a refreshing Truly in hand at a game or watching from home or a bar with friends.”

“As the beer category continues to evolve, we’re thrilled to become the first national sports league partner of The Boston Beer Company,” said Keith Wachtel, NHL Chief Business Officer and Executive Vice President. “With a thriving business across multiple categories, they are an ideal partner to engage with our avid fan base. We’re excited to develop fun and unique activations across their portfolio of brands.”

Fans can expect to see the Truly Hard Seltzer brand on a variety of NHL Media platforms, including NHL.com, NHL Social™ and NHL Network™. Truly will receive exposure during broadcasts of NHL tentpole events and throughout the Stanley Cup Playoffs.

In addition to Truly Hard Seltzer, The Boston Beer Company is also the home of Samuel Adams beer, Angry Orchard hard cider and Twisted Tea hard iced tea, and Dogfish Head beer, giving more opportunities to appeal to and engage the NHL’s fanbase.