The Boston Beer Company's rapidly expanding vodka iced tea brand, Sun Cruiser, has entered into a significant multi-year partnership with the United States Golf Association. This collaboration designates Sun Cruiser as the Official Ready-to-Drink Cocktail for two of golf's most prestigious tournaments: the U.S. Open and the U.S. Women's Open Presented by Ally.
A Strategic Alliance in the World of Golf
This newly established national partnership will see Sun Cruiser integrated into the USGA's flagship championships through various on-site activations and within hospitality areas. In return, Sun Cruiser will actively promote these major golf events across retail platforms, social media channels, and other marketing avenues. The partnership is set to debut during the USGA's 2026 championship season.
Launching at Iconic Venues
The brand's official introduction will commence at the U.S. Women's Open, scheduled to be held at the legendary Riviera Country Club in Pacific Palisades, California. Following this, approximately 100 days later, Sun Cruiser will make its appearance at the U.S. Open at Shinnecock Hills Golf Club in Southampton, New York. Notably, Shinnecock Hills holds the unique distinction of being the only club to have hosted the U.S. Open across three different centuries.
Jon Podany, Chief Commercial Officer at the USGA, expressed enthusiasm about the new partnership. "We're excited to welcome Sun Cruiser as the Official Ready-To-Drink Cocktail of our two flagship championships," Podany stated. "Sun Cruiser's rapid growth and refreshing approach align perfectly with how we continue to evolve the championship experience for today's fans. 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 Sun Cruiser Product Line
Sun Cruiser's collection of ready-to-drink iced teas and lemonades is crafted using premium vodka and real ingredients. The beverages are characterized by their lack of carbonation, providing a smooth, easy-drinking experience suitable for all-day enjoyment. Marketed as balanced and refreshing, the brand positions itself as an ideal choice for outdoor activities, particularly for a day on the golf course.
Natural Alignment with Golf Culture
Erica Taylor, Senior Brand Director for Sun Cruiser, highlighted the natural connection between the brand and the sport. "Since launching Sun Cruiser, we've seen drinkers naturally bring it along for a day out on the golf course," Taylor explained. "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 Growing Ready-to-Drink Cocktail Market
Ready-to-drink cocktails represent one of the fastest-growing segments within the global alcoholic beverage industry. This growth is primarily driven by evolving consumer preferences that favor convenience, premium flavor profiles, and portable consumption options. Sun Cruiser has quickly risen to prominence in this competitive market, currently holding the position as the fastest-moving RTD brand in on-premise locations such as bars and restaurants across the United States. Furthermore, it has secured the rank as the fourth-largest overall ready-to-drink spirit offering nationwide.
This strategic partnership between Sun Cruiser and the USGA marks a significant milestone for both entities, merging the dynamic growth of the ready-to-drink cocktail sector with the tradition and prestige of major championship golf. The collaboration promises to enhance the fan experience at these premier events while solidifying Sun Cruiser's presence in the sports and lifestyle beverage market.
