Since its founding last April, San Diego’s Saint Archer Brewing has made a habit of executing sales and marketing endeavors that prominently display the company’s action sports image.
Founded by members of the skate and surf communities, Saint Archer today announced its most recent partnership with with the Live Nation-owned Sleep Train Amphitheatre, an outdoor concert hall in Chula Vista, Calif.
Saint Archer beers are now available at a custom built bar inside the venue.
“People really wanted to see local craft in there doing well, and we have four core beers on draft in there,” Josh Landan, the president and founder of the Saint Archer, told Brewbound.
The bar has been operational since April, when the first kegs were tapped during a Kings of Leon show, he said. Approximately 38 kegs of Saint Archer beer were sold during the first two shows, Landed added.
Neither Landan nor Live Nation would disclose financial terms of the agreement but Landan did say, however, that the partnership should enable the company to reach a broader audience beyond the demographic already familiar with the brand.
“I think it’s going to introduce a lot of people to Saint Archer that maybe wouldn’t otherwise hear about it,” he said. “A lot of shows this summer are country shows, or are [for] an older demographic. They have Journey, the Steve Miller Band, Jason Aldean, big country acts and some older acts. The people that go to Kings of Leon, a lot of those people probably know about Saint Archer.”
Thierry Gray, general manager of the Sleep Train Amphitheatre, said the partnership “will definitely enhance the fan experience at the venue” in a press release.
“Their product is tremendous — both the public and critics have embraced it,” he said in a press release. “And, Saint Archer’s local roots as well as the creativity and talent of their Ambassadors connect with San Diego music fans in an unparalleled way.”
Additionally, Landan liked the idea of being the only local craft brand sold at the outdoor venue.
“I like the fact that there wasn’t any other local craft in there,” he said. “Some of the other bigger venues here in town, there’s a lot of craft beer in them. I kind of liked the idea of doing something different and just being somewhere everybody isn’t.”