Editor’s note: The below news items were initially reported in the Insider version of the Brewbound Newsletter between July 14-July 15. Become an Insider today to get earlier access to what’s going on in the industry.
Boston Beer Reups Red Sox Sponsorship
Boston Beer revealed a new 10-year sponsorship deal with the Boston Red Sox last Friday for its Samuel Adams brand.
The new deal extends the 8-year pact between the two brands first struck in 2018 for Samuel Adams to become “the official beer of the Boston Red Sox.” The renewal was quietly revealed on Friday to much less fanfare than the initial partnership announcement.
Through the sponsorship, Samuel Adams took over the right field sponsor sign in historic Fenway Park that had featured Anheuser-Busch’s Budweiser brand for nine years and transformed the right field roof deck into the “Sam Deck.” The company said “more than 275,000 fans have raised a pint of Sam Adams” on the Sam Deck, while the “Sammy’s On Third” branded bard has sold around 50,000 Sam Adams beers last season.
Boston Beer expanded its Fenway presence again in 2022 with the debut of the Truly Terrace above the right field bleachers.
Angry Orchard, Truly Hard Seltzer and Twisted Tea will also be featured in Fenway in the new agreement.
Breakthru Snags Proximo Spirits Portfolio in CA
Spirits giant Proximo has shifted its California distribution to Breakthru Beverage, which it is with already in Colorado, Missouri and Nevada.
Proximo president and CEO Mauricio Vergara said in a press release: “We’ve seen strong performance with Breakthru in other key markets and have been impressed by their investments into a strong commercial and operational infrastructure in CA that will lead to long-term growth. Their insights-driven approach and commitment to execution are essential qualities in a market as competitive and complex as CA.”
Proximo’s portfolio includes major spirits brands such as 1800 Tequila, Jose Cuervo, The Kraken spiced rum, Proper Twelve Irish whiskey, Three Olives Vodka and more.
People Moves: Calicraft Hires Ramon Tamayo as Head Brewer
New Belgium alum Ramon Tamayo joined Calicraft (Walnut Creek, CA) as head brewer in May, CEO and founder Blaine Landberg told Brewbound.
Tamayo previously oversaw New Belgium’s now-shuttered San Francisco taproom brewery and advised Open Beer, an art-centric lager brand New Belgium backed. His career also includes tenures at Anchor and Russian River. In 2022, Tamayo was named 1 of 2 inaugural Mentors of the Year by the BA.
Landberg said of Tamayo: “He’s a badass and is part of multiple organizations and mentor groups.”
New On Shelves: Firestone Walker Variety Pack
Firestone Walker (Paso Robles, CA) has launched a new variety pack, featuring Union Jack IPA and three pack-exclusive offerings.
The “2025 Firestone Mixed Pack,” which celebrates the “Central Coast and California beer culture,” features:
- Firestone IPA West Coast IPA (6.5% IPA), “liberally dry-hopped” with Mosaic and Strata hops, and “loaded with fresh passionfruit, pineapple and citrus;”
- Luponic Distortion “experimental” IPA (5.9% ABV), a spin on Firestone’s previous Luponic Distortion recipe, with “a secret blend of new-age hops” and “mind-bending flavors of mango and peach;”
- Union Jack West Coast IPA (7% ABV), a “intensely hoppy yet eminently drinkable” offering that Firestone Walker has brewed since 2006;
- Firestone XPA extra pale ale (5% ABV), a returning beer, brewed with Southern Hemisphere hops and inspired by Australian and New Zealand hoppy ale, with a California twist.
The mixed pack is available in 12 oz. cans or bottles across Firestone Walker’s full footprint.