Hard Rock and Hard Seltzer

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 entertainment 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 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.”

A Perfect Pairing

Fans can enjoy the crafted taste of Hard Rock RTDs, with flavours tailored to local palates and more launching around the globe

Tony Gaines, CEO of Stewart’s Enterprises, Inc., carries with him more than 25 years’ executive experience in beverage alcohol, and spoke to Total Brand Licensing: “Our multiyear partnership with Hard Rock International has been fruitful since 2020 and we were delighted to expand it earlier this year. The Hard Rock Hard Seltzers and Hard Rock RTDs allow consumers to enjoy the Hard Rock lifestyle wherever they are. We launched the Hard Rock RTDs in the U.S. in February at events surrounding the Super Bowl. This month, from May 19th to 22nd, the Hard Rock RTDs will be sold at Rockville, a 3-day rock & roll festival which takes over Florida’s Daytona International Speedway. In addition to general concessions, we are partnering with RonzWorld Guitar Gallery: he designed the guitar on the side of our can. Also in May we’ll exhibit the Hard Rock Hard Seltzers and Hard Rock RTDs at the National Restaurant Association show in Chicago, while in June we’ll be speaking about them to top bartenders at Bar Convent Brooklyn. Also in June we’ll launch in the UK, with different flavors than in the U.S., including Gin & Tonic, Pina Colada, Pornstar Martini - launching very appropriately at BST Hyde Park (June 24-July 10), at which Elton John, The Rolling Stones, The Eagles, and Pearl Jam, among others, will perform.” Broad Street Licensing Group has worked with some of the world’s best-known and most respected consumer brands, manufacturers, and retailers in the United States and globally. Bill Cross, Senior Vice President, Business Development, commented the agency’s strong partnership with HRI: “There’s no better mixture of combining one of the most-renowned brands in the world with the incredible flavours of Hard Seltzer. It’s an exciting partnership!”