Jack’s Abby Craft Lagers announced today the brewery has signed a four-year partnership with the Boston Celtics, which will include the release of a speciality beer “Pride and Parquet.”
The new partnership makes the Framingham based brewery one of three craft breweries to collaborate with an NBA team.
“Coming up on ten years in the business with steady success, we were ready to make a big move. But you don’t just make a big deal to say you made one,” Rob Day, senior director of marketing for Jack’s Abby Craft Lagers, announced in a press release. “You have to find something that aligns with your values, shares a fan mentality, and can bring something special to your loyal fans. We found all of that and more in the Celtics partnership. They are a legendary institution in New England and the cooperation and enthusiasm of their organization made this a perfect relationship. We couldn’t be more excited to share in the Celtics story and bring some truly special things to our fans.”
According to the brewery, the partnership is the first of its kind between a brewery and a big four sports team in Massachusetts and the first ever Celtics collaboration project.
“This partnership has allowed us to collaborate with a rapidly-emerging and locally-established brand, while also giving back to Celtics fans in more of a unique form,” stated Ted Dalton, senior vice president, corporate partnerships and business development fr the Celtics. “We look forward to working with Jack’s Abby in strengthening the bond between two New England favorites: beer and basketball.”
The beer, “Pride and Parquet,” is described as a “hoppy lager” and is inspired by the passion of the Celtics fan base and the pride in beer brewed at Jack’s Abby, the brewery says.
“This is a category of beer that Jack’s Abby is famous for building since its launch of Hoponius Union in 2011,” the brewery wrote in its release. “Using expertise from almost ten years of brewing this style, Pride and Parquet will be an evolved, easy-drinking beer, perfect for toasting a Celtics win.”
“Pride and Parquet” is set to be released throughout New England late fall or early winter when the basketball season commences.
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July 31, 2020 at 04:36AM
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Jack’s Abby Craft Lagers inks deal with Boston Celtics; Announce ‘Pride and Parquet’ beer - MassLive.com
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