SweetWater Brewing Company, the leading craft beer brand in the Southeast owned by Tilray Brands, has announced an Atlanta-wide soccer celebration program for summer 2026. As the city prepares to host eight matches and a semifinal of a major international tournament, SweetWater is transforming Atlanta into a fan destination with stadium activations, downtown experiences, exclusive collaborations, and high-energy watch parties at its iconic Atlanta Taproom.
Citywide Fan Engagement
SweetWater, the Official Craft Beer Partner of Atlanta United, is expanding its connection to soccer culture through a comprehensive celebration spanning Mercedes-Benz Stadium, downtown fan zones, local partnerships, and Taproom events. The program aims to bring together traveling supporters and hometown fans, showcasing the best of Atlanta to visitors from around the globe.
Key Program Highlights
- Official Atlanta United watch parties at the SweetWater Taproom on June 17 and July 15, with exclusive fan experiences and a chance to win 2027 Atlanta United season tickets.
- Activations at Mercedes-Benz Stadium throughout the summer, bringing SweetWater's craft beer to fans through branded experiences and product visibility.
- Stadium district activations featuring American Lager, Daytrip IPA, and other favorites at venues like COSM and the South Downtown Open Container Area.
- Downtown Atlanta fan activations at high-traffic venues to engage visitors and highlight SweetWater's hometown roots.
- Limited-edition collaboration beers and merchandise with Atlantucky Brewing, Nappy Roots, and STATs Brewing, celebrating Atlanta's global soccer stage.
- Taproom watch parties throughout June and July, transforming the brewery into soccer headquarters with match viewings, promotions, and giveaways.
- Fan-first experiences including giveaways, branded merchandise, custom cups, and interactive activations citywide.
Evan Woolard, Senior Brand Manager for SweetWater Brewing, stated: "This summer, Atlanta becomes the center of the soccer world, and SweetWater is proud to help welcome fans from across the globe. As Atlanta's hometown brewery and the Official Craft Beer Partner of Atlanta United, we're creating experiences that bring fans together wherever they choose to celebrate the game. This is more than a summer promotion; it's a citywide celebration of sport, community, and the culture that makes Atlanta unique."
SweetWater Brewing is also the Official Beer Partner of the Atlanta Chapter of the American Outlaws U.S. Soccer supporters group, further cementing its role in the local soccer scene.
