YouTube stars the Nelk Boys are partnering with Atlantic Beverage Distributors to expand distribution of Happy Dad Hard Seltzer into Massachusetts and Rhode Island.
Atlantic announced the exclusive partnership on social media last week. Happy Dad originally launched in California in June, and expanded into Nevada on July 8. Its products will be available statewide in Massachusetts and Rhode Island beginning the week of August 9, according to Atlantic general sales manager Mino Soghomonian.
“In my 23 years in the distribution business I have never witnessed what I have seen in regards to the excitement that Happy Dad seltzer has brought to the forefront of retail shops in California and Nevada,” Soghomonian told Brewbound.
Happy Dad is the first venture into the beverage industry by the Nelk Boys, a group of Canadian YouTubers. The company launched with a variety 12-pack of 12 oz. cans, noting its mission against “skinny can bullshit” on its website and social media accounts.
In marketing Happy Dad, the Nelk Boys have leaned heavily into sexually suggestive advertising across the brand’s social media channels. They’ve also leveraged their 6.6 million YouTube subscribers to draw large crowds to liquor stores.
On July 3, the company shared a video of dozens of fans following a Happy Dad distribution truck in the Bay Area. Last week, it held Happy Dad “meet ups” in Reno and Las Vegas, which generated crowds of hundreds.
On Saturday, July 10, co-founders Kyle Forgeard and Stephen Deleonardis attended UFC 264, headlined by Conor McGregor and Dustin Poirier. Forgeard and Deleonardis were shown on screen donning Happy Dad merch and holding Happy Dad hard seltzer cans. The company received extra promotion from UFC fighter Tai “Bam Bam” Tuivasa,” who chugged a Happy Dad seltzer out of a shoe after knocking out Greg Hardy.
The addition of the Happy Dad brand to Atlantic’s portfolio follows the exit of Jack’s Abby in Massachusetts.
According to court documents, Atlantic distributed 25,903 barrels of Jack’s Abby and Springdale products to 1,115 on-premise accounts and 1,677 off-premise accounts in 2020 — a “significant portion of Atlantic’s total beer sales,” but a decline of 11% from the 29,108 barrels distributed in 2019.
Atlantic continues to fight Jack’s Abby’s termination. Atlantic recently filed an emergency motion for a preliminary injunction against the craft brewery, and filed a separate lawsuit against the American Arbitration Association to dispute the fair market value the organization applied to the Jack’s Abby and Springdale Beer Company brands.
For its part, Jack’s Abby has appointed the Sheehan Family Companies as its new wholesaler in Massachusetts.