Boston Beer Partners with Brand Central to Expand Licensing

Licensing agency to develop new partnerships for Samuel Adams, Twisted Tea, Angry Orchard and Sun Cruiser.

Published on Mar. 9, 2026

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The Boston Beer Company has partnered with licensing agency Brand Central to expand licensing opportunities for several of its well-known beverage brands, including Samuel Adams, Twisted Tea, Angry Orchard, and Sun Cruiser. The initiative aims to extend these brands into new lifestyle, food, and beverage categories for consumers of legal drinking age.

Why it matters

As one of the most innovative brewers in the U.S., Boston Beer's portfolio of iconic brands like Samuel Adams, Twisted Tea, and Angry Orchard have strong consumer recognition and loyalty. Partnering with a leading licensing agency like Brand Central allows Boston Beer to further extend the reach and appeal of these brands beyond the beverage aisle.

The details

Brand Central will focus on creating strategic licensing partnerships, food extensions, collaborations, and merchandise programs to bring Boston Beer's brands to life in new product categories. The partnership covers some of Boston Beer's most well-known labels, including the craft beer pioneer Samuel Adams, the leading hard cider Angry Orchard, the popular hard iced tea Twisted Tea, and the fast-rising vodka-based hard tea and lemonade line Sun Cruiser.

  • The partnership between Boston Beer and Brand Central was announced on March 9, 2026.

The players

The Boston Beer Company

A recognized leader in the U.S. craft beer movement, known for its commitment to quality and innovation across its portfolio of beverage brands including Samuel Adams, Twisted Tea, Angry Orchard, and Sun Cruiser.

Brand Central

A leading licensing agency that has been tasked with expanding licensing opportunities for Boston Beer's beverage brands into new lifestyle, food, and beverage categories.

Ross Misher

The chief executive officer of Brand Central.

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What they’re saying

“We are thrilled to represent such a powerful portfolio of brands. From the craft beer icon Samuel Adams and the leading hard cider Angry Orchard to next-gen favorite Twisted Tea and the fast-rising Sun Cruiser, Boston Beer's brands are among the most beloved in today's beverage market for consumers of legal drinking age. We look forward to creating strategic licensing partnerships, food extensions, collaborations, and merchandise programs that bring these brands to life far beyond the beverage aisle.”

— Ross Misher, Chief Executive Officer, Brand Central (licenseglobal.com)

What’s next

Brand Central and Boston Beer will begin working together immediately to identify and develop new licensing opportunities for the beverage company's portfolio of brands.

The takeaway

This partnership allows Boston Beer to leverage its strong brand recognition and consumer loyalty to expand the reach of its iconic beverage labels into new product categories, further strengthening the company's position as an innovative leader in the U.S. alcohol market.