A New York-based hard cider brewer is celebrating a new partnership with one of FIFA’s six continental confederations with a new variety pack just in time for summer.
On March 30, it was announced that Angry Orchard is entering a year-long partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf) and will be the official hard cider of the 2021 Concacaf Gold Cup, which is the region’s flagship men’s national team competition in which the best national teams from North and Central America and the Caribbean compete to be crowned regional champion.
“We are very much looking forward to this summer’s Gold Cup after a very challenging year for the world,” said Concacaf Chief Commercial Officer, Heidi Pellerano. “Angry Orchard is a great new partner for Concacaf and will support us in engaging fans across the region and increasing the brand awareness of our flagship competition,” added Pellerano.
To celebrate this new partnership, Angry Orchard is launching a limited-edition Gold Cup Variety Pack. Called the Kickin’ It Mix, the pack will include Angry Orchard’s Crisp Apple and Unfiltered brews, plus two newcomers Peach Mango and Strawberry hard ciders.
“As the official hard cider of this year’s Concacaf Gold Cup, we’re eager to tap into the spirited fanfare of soccer to bring Angry Orchard to new stadiums,” said Kelli McCusker, Head of Marketing for Angry Orchard. “Our drinkers are already passionate soccer fans, so a partnership with the Gold Cup allows us to connect with current and new drinkers to reinforce cider’s role as a delicious and refreshing choice for cheering on their national teams during the tournament.”
Angry Orchard will further its partnership with Concacaf through media integrations, customized in-store and on-premise programming, experiential activations at games and a sweepstakes offering drinkers a chance to win a trip to the Gold Cup Final. The brewer will also be available in-stadium in select Concacaf Gold Cup markets and will create customized, co-branded items available at key retail locations, bars, restaurants and more.