The hard seltzer Vizzy was named the pickleballers’ favorite to compete in the sport, and has achieved success since its appearance just a year ago in the United States. Just such a new national partnership with the Professional Pickleball Association makes Molson Coors Beverage Company the league’s exclusive beer, hard seltzer and flavored malt beverage sponsor, and Vizzy its first hard seltzer sponsorship.
The multinational Molson Coors announced that it will combine the company’s line of beer, hard seltzer and soft drinks with the up-and-coming sport. Vizzy, the number 5 selling hard seltzer in the United States, will also be the official advertiser during pickleball. The company has announced that it will conduct many activities: events, out-of-home advertising, retail and merchandise, as well as digital and social media content.
Bill Averill, vice president of field marketing for Molson Coors noted that. “when you watch a sport like pickleball, you need something just as bold and fun, which is why we’re so excited to combine the wide variety of the Molson Coors portfolio with the PPA as its official spirits partner” He added that “led by our vibrant and flavorful Vizzy Hard Seltzer family, which includes everything from tropical fruit to mimosa flavors, we can’t wait to serve up a whole new environment on and off the court and establish Vizzy as the leading hard seltzer that plays in pickleball.”
Described as a cross between tennis, badminton and ping-pong, pickleball has been around since the 1960s, but saw a national resurgence during the pandemic. Since then, it has exploded in popularity, attracting 4.6 million players – yes, they’re called picklers – and growing to become the fastest growing sport in the US. according to the Sports and Fitness Industry Association.
