Sun Cruiser's USGA Deal: A New Era for Golf & Ready-to-Drink Cocktails

BOSTON, MA – March 10, 2026 – The manicured greens of America’s most prestigious golf courses are getting a new official beverage, and it isn’t a beer. In a move that underscores a seismic shift in both sports sponsorships and consumer drinking habits, The Boston Beer Company has secured a multi-year partnership with the United States Golf Association (USGA). The deal makes its fast-growing Sun Cruiser brand the Official Ready-to-Drink (RTD) Cocktail of the U.S. Open and the U.S. Women’s Open Presented by Ally.

Beginning with the 2026 season, the vodka-based iced tea and lemonade will be featured prominently at iconic venues like Riviera Country Club and Shinnecock Hills Golf Club. This partnership is more than a simple beverage deal; it represents a strategic alignment between a legacy sports organization and the hottest category in the alcohol industry, signaling a new era for how fans experience major sporting events.

The RTD Takeover of the 19th Hole

The rise of ready-to-drink cocktails has been nothing short of explosive. While other alcohol categories have seen flat or declining volumes, the RTD sector has surged, driven by consumer demand for convenience, premium ingredients, and variety. Spirits-based RTDs are leading the charge, with the U.S. market alone projected to skyrocket from approximately $860 million in 2024 to over $2.6 billion by 2033. This partnership is a clear validation of that trend, planting an RTD brand firmly in a sponsorship space once dominated by major beer labels.

“We’re excited to welcome Sun Cruiser as the Official Ready-To-Drink Cocktail of our two flagship championships,” said Jon Podany, chief commercial officer at the USGA, in the official announcement. “Sun Cruiser’s rapid growth and refreshing approach align perfectly with how we continue to evolve the championship experience for today’s fans.”

The move reflects a calculated decision by the USGA to modernize its offerings and cater to a changing palate. The vodka-spiked iced tea segment is particularly competitive. Brands like Surfside, which saw meteoric growth after its 2022 launch, and High Noon, a category giant that introduced its own vodka iced tea in 2024, have turned the space into a battleground. By securing this high-profile partnership, Boston Beer is making a definitive statement, aiming to leapfrog competitors and associate Sun Cruiser with the prestige and heritage of championship golf.

Boston Beer's Strategic Drive Beyond Beer

For The Boston Beer Company, the USGA deal is a critical component of its long-term corporate strategy. The company, which built its reputation on Samuel Adams beer, has aggressively pivoted to what it calls the “Beyond Beer” category. Today, this segment—which includes Twisted Tea, Truly Hard Seltzer, and Angry Orchard—accounts for a staggering 85% of the company’s total volume. Sun Cruiser is the latest and arguably one of the most promising engines of this strategy.

Launched nationally in 2024, Sun Cruiser quickly became a top-five RTD spirits brand, with volumes growing over 300% in late 2025. It is now cited as the fastest-moving RTD in bars and restaurants nationwide. This rapid ascent has made it a crucial pillar for Boston Beer’s future, providing a powerful new growth driver that helps diversify its portfolio and capture a younger, more varied consumer base than traditional beer.

The partnership allows Boston Beer to leverage the massive platform of the U.S. Open to amplify Sun Cruiser's brand message. “Since launching Sun Cruiser, we’ve seen drinkers naturally bring it along for a day out on the golf course,” noted Erica Taylor, the brand's senior brand director. “Teaming up with the USGA’s two flagship championships lets us meet golfers where they already are.” This targeted approach is designed to embed the brand within the culture of the sport, turning passive viewers into active consumers.

Refreshing the Fan Experience on the Fairway

Beyond the business metrics and market share battles, this partnership is fundamentally about the fan experience. Sun Cruiser’s product attributes—crafted with premium vodka, containing no bubbles, and at just 100 calories and one gram of sugar per serving—seem tailor-made for a long day of spectating under the sun. The brand's tagline of “smooth, all-day sipping” directly targets the environment of a golf championship, offering a lighter, more refreshing alternative to heavier beers or complex mixed drinks.

This deliberate brand positioning aims to redefine what constitutes a “golf drink.” The partnership will see Sun Cruiser integrated throughout the championship grounds, from general concessions to premium hospitality spaces. These on-site activations are designed to make the beverage an integral part of the event's atmosphere, creating a powerful association between the thrill of the tournament and the taste of the drink.

By embracing a modern, convenient, and premium RTD cocktail, the USGA is not only updating its concession stands but also acknowledging the evolving preferences of its audience. The collaboration is a bet that today's golf fans are looking for new traditions. As Sun Cruiser makes its debut at two of golf’s most storied venues, it won’t just be serving drinks; it will be testing a new model for brand integration in sports, one that could set the standard for years to come.