Sun Cruiser to Become Official Ready-to-Drink Cocktail of the U.S. Open and U.S. Women’s Open Presented by Ally
Rhea-AI Summary
Sun Cruiser (SAM) announced a multi-year partnership with the USGA to become the Official Ready-to-Drink Cocktail of the U.S. Open and U.S. Women’s Open presented by Ally. The national activation begins in the USGA’s 2026 championship season with on-site hospitality integrations, retail and social promotions.
Sun Cruiser will debut at the U.S. Women’s Open at Riviera Country Club and later at the U.S. Open at Shinnecock Hills, while the brand highlights rapid RTD growth and on-premise strength.
Positive
- Multi-year national partnership with USGA for flagship championships
- Debut at 2026 U.S. Women’s Open (Riviera) and U.S. Open (Shinnecock Hills)
- On-site activations and hospitality integrations across two major events
- Brand claims fastest-moving RTD in on-premise and fourth-largest RTD offering
Negative
- No financial or commercial terms disclosed for the partnership
News Market Reaction – SAM
In the Mar 10 session, SAM gained 1.25%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 09 | Sports collab release | Positive | -0.6% | Launch of “Our City. Our Beer.” Boston sports‑inspired Samuel Adams variety pack. |
| Mar 03 | Mentorship program | Positive | +1.4% | Opening applications for 15th Brewing & Business Experienceship mentorship initiative. |
| Mar 02 | RTD expansion | Positive | -1.6% | Expansion of Sinless Vodka Cocktails from 3 markets to 34 states nationwide. |
| Feb 24 | Q4 2025 earnings | Neutral | -4.3% | Revenue declined but margins, cash flow and buybacks improved in 2025 results. |
| Feb 18 | New lager launch | Positive | +0.9% | Nationwide launch of Dogfish Head Grateful Dead Citrus Daydream Lager with digital hub. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent news has focused on brand extensions and RTD expansion, with share-price reactions mixed: some positive brand or program launches aligned with modest gains, while other seemingly positive innovations and the latest earnings were met with selling pressure.
Over the last few weeks, Boston Beer has emphasized brand innovation and RTD growth. A New England sports‑themed Samuel Adams variety pack and Dogfish Head’s Grateful Dead Citrus Daydream Lager highlighted ongoing product collaborations. The company expanded Sinless Vodka Cocktails from three test markets to 34 states, reinforcing its RTD push alongside newer brands like Sun Cruiser. Q4 2025 results showed $385.7M revenue and full‑year $1.965B, with stronger margins but a negative price reaction. Today’s U.S. Open partnership further supports the RTD and brand‑building strategy outlined in prior updates.
Key Terms
ready-to-drink (rtd) cocktails financial
on-premise financial
AI-generated analysis. How Rhea-AI works. Not financial advice.
National partnership will debut during the USGA’s 2026 championship season
BOSTON, March 10, 2026 (GLOBE NEWSWIRE) -- Sun Cruiser, the fast-growing vodka iced tea brand made by The Boston Beer Company, and the USGA today announced a multi-year partnership, making Sun Cruiser the Official Ready-to-Drink Cocktail of two of golf’s most notable championships, the U.S. Open and U.S. Women’s Open Presented by Ally.
The newly launched national partnership will see Sun Cruiser integrated into the USGA's two flagship championships through on-site activations and in hospitality spaces, while Sun Cruiser will help promote the championships across retail, social and beyond.
Sun Cruiser will debut during the USGA’s 2026 championship season, beginning at the U.S. Women’s Open at the iconic Riviera Country Club, in Pacific Palisades, Calif. and, 100 days from today, at the U.S. Open at Shinnecock Hills Golf Club, in Southampton, N.Y., the only club to have hosted the championship in three different centuries.
“We’re excited to welcome Sun Cruiser as the Official Ready-To-Drink Cocktail of our two flagship championships,” said Jon Podany, chief commercial officer at the USGA. “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.”
Sun Cruiser’s lineup of ready‑to‑drink iced teas and lemonades is crafted with premium vodka and real ingredients, with no bubbles for smooth, all-day sipping. Balanced and refreshing, Sun Cruiser is an easy choice for any outdoor moment in the sun, especially for a round of golf.
“Since launching Sun Cruiser, we’ve seen drinkers naturally bring it along for a day out on the golf course,” said Erica Taylor, senior brand director for Sun Cruiser. “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.”
Ready-to-drink (RTD) cocktails are one of the fastest-growing segments in the global alcoholic beverage market, driven by shifting consumer preferences toward convenience, premium flavors, and on-the-go consumption. Sun Cruiser is now the fastest-moving RTD in on-premise (bars and restaurants) locations nationwide and has become the fourth-largest overall RTD spirit offering.
Tickets for both championships are now available at uswomensopen.com and usopen.com.
About Sun Cruiser
Made for those who enjoy the sun on their face and hanging outdoors with friends, Sun Cruiser Iced Tea & Vodka and Sun Cruiser Lemonade & Vodka are made with real ingredients and premium vodka for a perfect choice to sip and share. At just 100 calories,
About The Boston Beer Company
The Boston Beer Company, Inc. began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in the United States. We consistently offer the highest-quality products to our drinkers, and we apply what we’ve learned from making great-tasting craft beer to making great-tasting and innovative “beyond beer” products. Boston Beer Company has pioneered not only craft beer but also hard cider, hard seltzer, and hard tea. Our core brands include household names like Angry Orchard Hard Cider, Dogfish Head, Samuel Adams, Sun Cruiser, Truly Hard Seltzer, and Twisted Tea Hard Iced Tea. We have taprooms and hospitality locations in Delaware, Massachusetts, New York, and Ohio. For more information, please visit our website at bostonbeer.com, which includes links to our respective brand websites.
About the USGA
The USGA is a mission-based golf organization whose purpose is to unify the golf community through handicapping and grassroots programs; to showcase the game’s best talent through the U.S. Open, U.S. Women’s Open Presented by Ally and 13 other national championships and our museum; to provide unbiased global governance with The R&A through the playing, equipment and Amateur Status rules; and to advance issues important to golf’s future, with a focus on driving sustainability, accessibility and inclusion. The USGA also manages day-to-day operations for the U.S. National Development Program, the country's first unified pathway for American talent, and the World Golf Hall of Fame, preserving and celebrating the legacies of the game’s greatest figures. As a nonprofit association, our work and our team are driven to act for the good of the game. For more, visit usga.org.
Contact:
Taylor Jette
Sun Cruiser Iced Tea & Vodka
Elizabeth Walter
Golin
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