BEVERAGE What could create a better synergy than Hard Rock and Hard Seltzer? Hard Rock International (HRI) is one of the most recognised companies, and brands, in the world with venues in 68 countries spanning 253 locations. In 2020, HRI announced a partnership with Stewart’s Enterprises, Inc., the exclusive licensee of the original Stewart’s Root Beer brand, to bring Hard Rock Premium Hard Seltzer to fans nationwide. Hard Rock Premium Hard Seltzer is crafted for music fans in a variety of standout options that highlight Hard Rock Cafe’s most prominent cocktails and fan favorite flavors, with each can featuring the iconic Hard Rock logo and a guitar symbol. Fans eager to bring home Hard Rock Premium Hard Seltzer can visit select beverage retailers and grocery stores across the US and and in the UK beginning this holiday season. The licensing partnership between HRI and Stewart’s Enterprises, Inc. was negotiated by Broad Street Licensing Group (BSLG), a recognized leader in international brand licensing. In February 2020, HRI announced its partnership with BSLG to further extend the world-renowned dining and entertain-
Hard Rock and Hard Seltzer... A Perfect Pairing
ment brand’s consumer reach through targeted products that emphasize the brand’s core DNA that is deeply rooted in music. Building on this solid partnership, in March 2022 HRI announced a second pairing with
Fans can enjoy the crafted taste of Hard Rock RTDs, with flavours tailored to local palates and more launching around the globe
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Stewart’s Enterprises, Inc. this one to launch Hard Rock RTDs which join their sister Hard Rock Hard Seltzers. The Hard Rock RTDs sold in the UK comprise Margarita, Mojito, and Moscow Mule, iconic cocktails which are inspired by those expertly made at Hard Rock International properties worldwide, ranging from the beloved Hard Rock Cafes to the iconic Hard Rock Hotels to the booming Hard Rock Casinos. At 8% ABV in 12-ounce cans, the RTDs are sold in single flavor 4-packs (SRP: $12.99); and in mixed 6-packs, containing 2 of each flavor (SRP: $19.99). Distribution agreements are signed in multiple states. The licensing partnership between HRI and Stewart’s Enterprises, Inc. was again negotiated by Broad Street Licensing Group (BSLG). Kimberly Manna, the Senior Vice President of Retail and Licensing for Hard Rock International, says: “We’re excited to further extend the brand into the fastest growing spirits category of RTD cocktails offering our international fan base the chance to bring Hard Rock home.” TOTAL BRAND LICENSING
