Craft Brew Alliance has inked another sports sponsorship.
After striking a “multi-year” deal to become the “official craft beer” of Major League Soccer’s LA Galaxy in March, CBA today announced that its Kona brand would become the “official craft beer” of the Association of Volleyball Professionals (AVP).
Specific financial terms of the sponsorship agreement were not disclosed, however, Kona brand manager Widaliz Quinones told Brewbound that it would extend into 2020.
“[AVP] is the premier league in beach volleyball in the U.S.,” she said. “Both entities aligned in terms of beach culture, being outside, doing the things you love.”
In a press release, AVP managing partner Donald Sun added that the league is “honored” to work with Kona as a first-time national tour sponsor.
“As long-time fans of the brand, we know our attendees will love their amazing high-quality brews, all of which truly embody the spirit Hawaii – a sensibility the AVP finds so much synergy with,” he said, via the release.
As part of the deal with the pro volleyball circuit, CBA will have a branded “Kona Oasis” bar at the AVP’s nine tour locations, starting with the tour’s first stop today in Huntington Beach, California. Quinones said the Kona Oasis will offer a shaded area where fans can drink Kona’s beers — Big Wave Golden Ale, Longboard Lager, Hanalei IPA, and Kanaha Blonde Ale — as well as watch the games and find respite from the sun soaked stands.
Quinones said the AVP’s footprint overlaps with several of Kona’s main markets and was a key driver of the sponsorship.
“The fact that it’s going to markets in which we are well-developed and up-and-coming, it was the perfect segue to ensure this works,” she said. “All of those things aligned.”
The AVP circuit this year will hit Austin, Texas (May 17-20); New York, New York (June 7-10); Seattle, Washington (June 21-24); San Francisco, California (July 5-8); Hermosa Beach, California (July 26-29); Manhattan Beach, California (August 16-19); Chicago, Illinois (August 30-September 2); and Honolulu, Hawaii (September 14-17).
The sponsorship will bolster CBA’s presence in a competitive California market, where Kona currently holds a five share of the state’s craft segment and is a top five craft brand. In March, CBA announced Kona’s partnership with the LA Galaxy, which includes a Kona-branded bar inside StubHub Center in Carson, California.
Despite inking a pair of sports sponsorship deals in the last two months, Quinones said the partnerships don’t reflect a growing strategy within CBA to increase its presence at sporting events.
“Even though soccer and beach volleyball do align with our culture a lot, it’s about us being able to provide something to the environment, not necessarily to the game,” she said.
The sponsorship deal will allow Kona to use the AVP’s marks in consumer promotions, and Quinones said the company will launch retail promotions in each city on the tour. She added the marks may be used on Kona packaging in the future.
A press release with additional information is included below.
Kona Brewing Company Takes the Aloha Spirit to the Sand as the Official Beer of the AVP Tour
The craft brewery brings a piece of Hawaii and refreshment to volleyball fans across the country with debut of the Kona Oasis
KAILUA-KONA, HI – Today, Kona Brewing Company announces a multi-year partnership with the Association of Volleyball Professionals (AVP), becoming the official craft beer of the AVP tour. The relationship between AVP and Kona Brewing Co. enables fans to embrace their Aloha to its fullest potential while providing unique experiences to all guests. Kona will also bring the Aloha Spirit to each of this year’s AVP tour stops with the “Kona Oasis,” debuting at The FIVB Huntington Beach Open, May 2 – 6, 2018.
The Kona Oasis will feature an open-air bar where attendees can enjoy Kona Brewing Co.’s fan-favorite craft brews including Big Wave Golden Ale, Longboard Lager, Hanalei IPA, and Kanaha Blonde Ale. Bringing the laid-back beach culture to life, the Kona Oasis will be the perfect place for guests to escape the sun for a moment and relax with games and entertainment throughout the tour season.
“This partnership with the AVP will allow us to further connect with an audience who embraces beach culture and to encourage them to be outside to enjoy time with their Ohana,” said Widaliz Quinones, brand manager, Kona Brewing Co. “The Kona Oasis will be the perfect place at each AVP tour stop for guests to take a moment to enjoy some Liquid Aloha and escape from the intense sun.“
Donald Sun, managing partner of the AVP, added, “We are honored to partner with Kona Brewing Co., as a first-time national sponsor. As long-time fans of the brand, we know our attendees will love their amazing high-quality brews, all of which truly embody the spirit Hawaii – a sensibility the AVP finds so much synergy with. Plus, we can’t wait for fans to experience Kona Oasis throughout the 2018 season, the coolest combination of relaxation and fun.”
The sponsorship kicks off at the AVP tour’s first stop in Huntington Beach, California (May 2-6) and will be followed by events in: Austin, Texas (May 17-20); New York, New York (June 7-10); Seattle, Washington (June 21-24); San Francisco, California (July 5-8), CA; Hermosa Beach, California (July 26-29); Manhattan Beach, California (Aug. 16-19), and Chicago, Illinois (Aug. 30 – Sept. 2). The Kona Oasis will be open at all AVP tour stops and available to guests ages 21 and up.
For more details about Kona Brewing Company, please visit https://konabrewingco.com/. For more information about the AVP, please visit https://www.avp.com/
About Kona Brewing Co.
Kona Brewing Company was started in Kailua-Kona on the Island of Hawaii in the spring of 1994 by father and son team Cameron Healy and Spoon Khalsa, who had a dream to create fresh, local island brews made with spirit, passion and quality. Today, Kona is Hawaii’s largest and favorite craft brewery, known for top-selling flagship beers Longboard Island Lager and Big Wave Golden Ale and award-winning innovative small-batch beers available across the Islands. From the beginning, Kona has remained committed to brewing the freshest beer of exceptional quality closest to market, which helps to minimize its carbon footprint byreducing shipping of raw materials, finished beer and packaging materials.
Kona Brewing Co. has become one of the top craft beer brands in the world, while remaining steadfastly committed to its home through a strong focus on innovation, sustainability and community outreach. As part of Craft Brew Alliance, an independent craft brewing company that brews and distributes a variety of award-winning craft beer and cider brands, Kona is available in all 50 U.S. states and 30 countries worldwide. For more information call 808-334- BREW (2739) or visit www.KonaBrewingCo.com. Talk with us via Facebook, Instagram, and Twitter: @KonaBrewingCo
Established in 1983 and currently headquartered in Southern California, the AVP (Association of Volleyball Professionals) is the world's premier beach volleyball organization. The AVP today is comprised of four divisions: AVP Academy, AVPNext, the AVP Pro Tour, and their non-profit 501(c)3 organization, AVPFirst. With a 35-year rich history in creating, staging, and marketing some of the most innovative and engaging sporting events in North America, the AVP has successfully developed an annual circuit that is not just a sporting event, but a lifestyle as well. The AVP has been the home of some of the most respected athletes in professional sports, including: gold medalists Karch Kiraly, Kent Steffes, Misty May-Treanor, Kerri Walsh-Jennings, Todd Rogers, and Phil Dalhausser. For more information, please visit www.AVP.com.