As Atlanta welcomes the world for a summer of international soccer, SweetWater is bringing fans together through citywide activations, stadium experiences, watch parties and exclusive collaborations.

ATLANTA, June 03, 2026 (GLOBE NEWSWIRE) -- SweetWater Brewing Company (“SweetWater Brewing” or “SweetWater”), the leading craft beer brand in the Southeast by Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), today unveiled an Atlanta-wide soccer celebration program for summer 2026, transforming the city into a fan destination through stadium activations, downtown experiences, exclusive collaborations, and high-energy watch parties at its iconic Atlanta Taproom.

As Atlanta prepares to welcome hundreds of thousands of visitors for one of the world’s premier international sporting events, including eight matches and a semifinal, SweetWater is bringing together local pride, craft beer culture, and the passion of the global game through a citywide platform designed to connect traveling supporters and hometown fans alike.

As the Official Craft Beer Partner of Atlanta United and Atlanta’s original hometown craft brewery, SweetWater has long been part of the city’s soccer culture. This summer, the brand is expanding that connection through a comprehensive celebration spanning Mercedes-Benz Stadium, downtown fan destinations, local partnerships, and Taproom watch parties designed to showcase the best of Atlanta to supporters from around the globe.

From the heart of downtown to Mercedes-Benz Stadium and SweetWater’s flagship brewery, the brand will activate across Atlanta all summer long with immersive fan experiences, limited-edition merchandise, special beer releases, giveaways, and match-day celebrations that capture the energy of the city and the excitement surrounding the global tournament.

Evan Woolard, Senior Brand Manager for SweetWater Brewing, said, “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 - from Mercedes-Benz Stadium and downtown fan zones to our Taproom. This is more than a summer promotion; it’s a citywide celebration of sport, community, and the culture that makes Atlanta unique.”

Highlights of SweetWater’s Atlanta Soccer Celebration Program include:

Official Atlanta United watch parties at the SweetWater Taproom on June 17 and July 15, featuring exclusive fan experiences and the opportunity to win a pair of 2027 Atlanta United season tickets.

SweetWater activations at Mercedes-Benz Stadium throughout the summer, bringing Atlanta’s hometown craft beer directly to visiting supporters and local fans through branded experiences, product visibility, and fan engagement opportunities.

Stadium district activations featuring American Lager, Daytrip IPA, and other SweetWater favorites through select can and draft placements, sampling opportunities, and fan-focused experiences, including the brand-new COSM and the South Downtown (SoDo) Open Container Area.

Downtown Atlanta fan activations at high-traffic venues designed to engage visitors and showcase SweetWater’s hometown roots.

Limited-edition collaboration beers and merchandise with Atlantucky Brewing and the legendary hip hop group, Nappy Roots and STATs Brewing in Downtown Atlanta, celebrating Atlanta’s role on the global soccer stage.

SweetWater Taproom watch parties throughout June and July, transforming the brewery into Atlanta’s soccer headquarters with match viewings, special promotions, merchandise, giveaways, and fan programming. SweetWater Brewing is proud to be the Official Beer Partner of the Atlanta Chapter of the American Outlaws U.S. Soccer supporters group.

Fan-first experiences featuring giveaways, branded merchandise, enter-to-win opportunities, custom cups, surprise appearances, and interactive activations throughout the city.

Anchoring the campaign is SweetWater’s “Official Beer of the World (Best Enjoyed in America)” creative platform, a playful concept celebrating the global spirit of the game through the lens of Atlanta’s hometown brewery.

Whether fans are arriving from around the world or cheering from their favorite neighborhood bar, SweetWater is bringing Atlanta together with great beer, unforgettable experiences, and a summer-long celebration worthy of the global spotlight. As Atlanta welcomes the world, SweetWater is proud to represent the city it has called home for more than 25 years, bringing together soccer, community, and craft beer through experiences that celebrate the passion of the game and the spirit of Atlanta.







SweetWater Brewing Unveils Atlanta-Wide Soccer Celebration as Global Fans Descend on the City This Summer