Boston Celtics, Jack's Abby Announce Partnership

Framingham MA

30 July, 2020

10:14 AM

Description

FRAMINGHAM, MA — Jack's Abby will partner with the Boston Celtics to release a new beer this fall, a major leap for the growing downtown Framingham craft brewery. The four-year partnership is somewhat of a milestone in New England. No other craft brewer has a promotional partnership with a local pro sports team. It's also only the third collaboration between an NBA team and a craft brewer across the nation. The new "Parquet and Pride" beer will debut in late 2020, coinciding with the beginning of the 2020-21 NBA season. The season was supposed to begin in late October, but has been pushed back until at least Dec. 1 due to the coronavirus pandemic. The beer cans will feature the Celtics logo, plus a parquet design to mimic the team's famous playing surface at the TD Garden. The cans will also, of course, be green and white. "Coming up on ten years in the business with steady success, we were ready to make a big move," Jack's Abby marketing director Rob Day said in a news release. "But you don't just make a big deal to say you made one. You have to find something that aligns with your values, shares a fan mentality, and can bring something special to your loyal fans." The beer will be sold at bars and restaurants across the region, according to Jack's Abby. Jack's Abby was founded in 2011 by brothers Jack, Eric, and Sam Hendler. The brewery opened its new downtown Framingham tap room and restaurant in 2015. The new space allowed the brewer to expand from about 20,000 barrels per year to 50,000 or more, making it one of the larger breweries in the state. Jack's Abby also operates the separate Springdale brewery at its Clinton Street facility in Framingham.