It’s Miller Time once again on the South Side.
Molson Coors has reached a new multiyear partnership agreement with the White Sox, becoming the official domestic beer, official craft beer, and an official hard seltzer partner of the team. The club confirmed the rumors by announcing the news in a press release and on social media Tuesday morning.
Though not specified by the team, several sources have confirmed to Sox On 35th that the new deal is in place for the next eight years. The agreement with Molson Coors resumes the 30-year relationship between the two sides that split back in 2017.
“Nothing beats watching a ball game with a cold drink in hand, and now, Molson Coors and the White Sox are bringing more beverage and entertainment options to the park than ever before,” said Adam Dettman, Molson Coors’ Head of Partnerships. “Fans can expect to see Miller Lite, Leinenkugel’s, Vizzy Hard Seltzer, and more, all showing up in a big way at the ballpark. We’re proud to resume our 30-plus year partnership and make the game-time experience all the more exciting.”
“For decades, the White Sox and Miller Lite have been connected with the ballpark experience,” said Brooks Boyer, the White Sox chief revenue and marketing officer. “As the organization prepares for a new and promising season on the field, this is the perfect opportunity to team up with Molson Coors, a beverage producer powerhouse in the industry, and bring in the energy and appeal of its incredible roster of iconic brands like Miller Lite that Sox fans know and love.”
What can fans now expect with this new partnership? Along with well-established Miller Lite, the partnership will provide Molson Coors with prominent branding throughout the ballpark for its signature products, including Leinenkugel’s and Vizzy Hard Seltzer. Additionally, other Molson Coors brands will have a presence, including the non-alc ZOA Energy Drink, and ready-to-drink cocktails from Molson Coors’ Superbird brand.
This news comes on the heels of the announcement that local Chicago breweries Goose Island and Revolution Brewing would no longer be sponsors of the team. Included in Molson Coors’ new partnership are naming rights to multiple spaces occupied by the aforementioned brands. Fans can expect there to be a Miller Lite Landing, the Leinenkugel’s Craft Lodge, and the Vizzy View Bar, plus signage throughout the ballpark, such as on LED video boards, extensive in-game advertising, and promotional features, multiple promotional giveaway experiences in 2022, as well as promotions in the market.
There’s obviously some concern over the preexisting craft beer lineup. As of right now, it appears those will be staying to some capacity and available inside the stadium.
With news of these changes still unfolding, there will be sure to strike up some interesting reactions among fans. Let us know how you feel about the news in the comments and on social media @SoxOn35th!
Featured Photo: White Sox/Twitter
Horrible decision! My group will miss the Craft Cave and Revolution dearly. We will now bring our own brew and tailgate before the game. The 2 best things The Rate as a venue had going for it was good food and the variety of beverages. Now it appears the variety of craft brews is gone.
Hope I’ll still be able to find Daisy Cutters at the park.
Yay to Leinies…sad to see the Goose go…?