The Boston Beer Co’s Sun Cruiser vodka iced-tea brand is to become a sponsor of this year’s US Open and US Women’s Open.
The “multi-year partnership” will see the brand assume the moniker of ‘Official Ready-to-Drink Cocktail’ of the golf tournaments, starting with the Women’s Open in California in early June followed a week later by the men’s competition. Sun Cruiser will feature in on-site activations and hospitality spaces at both events, while The Boston Beer Co will help promote the championships across the brand’s retail presence and social media channels.
The total spend on the arrangement was not disclosed.
“Sun Cruiser’s rapid growth and fresh approach align perfectly with how we continue to evolve the championship experience for today’s fans,” said the United States Golf Association’s (USGA’s) chief commercial officer Jon Podany. “This partnership enhances our concession and hospitality offerings while bringing a modern, premium beverage option to two of the most iconic stages in golf.”
Sun Cruiser senior brand director Erica Taylor. added: “Since launching Sun Cruiser, we’ve seen drinkers naturally bring it along for a day out on the golf course. 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 deal follows the exit last month of Boston Beer’s CMO, Lesya Lysyj, who had led the company’s marketing efforts for the last seven years. COO Phil Hodges is temporarily overseeing the marketing functions while Boston Beer “evaluates permanent leadership options”.
Full-year sales from 2025 were down 2.4% at $1.96bn, the company revealed in February. Sales in the closing three months declined by 4.1% to US$385.7m.
