HOLLYWOOD – The Seminole Tribe of Florida’s Hard Rock International (HRI) and Stewart’s Enterprises, Inc. announced Sept. 30 a partnership to bring Hard Rock Premium Hard Seltzer to market later this year.

Crafted for music fans nationwide, Hard Rock Premium Seltzer will be available in a variety of options which highlight the Hard Rock Cafe’s most prominent cocktails and fan favorite flavors. Cans are emblazoned with the iconic Hard Rock logo and an image of an electric guitar. The alcoholic beverage will be available at beverage retailers and grocery stores during the upcoming holiday season.

Stewart’s Enterprises, Inc. is the exclusive licensee of the original Stewart’s Root Beer brand. The licensing partnership between HRI and Stewart’s Enterprises was negotiated by Broad Street Licensing Group (BSLG).

In February 2020, HRI announced its partnership with BSLG to further extend the brand’s consumer reach through targeted products that emphasize the brand’s core DNA, which is deeply rooted in music. In addition to Hard Rock Premium Hard Seltzer, HRI and BSLG will continue to introduce a variety of new products to fans around the world throughout 2020 and beyond.

“Through our partnership with Stewart’s, we have created truly unique flavor profiles and music-inspired package designs that fans will love,” said Mark Linduski, director of Licensing for Hard Rock International, said in a statement. “As we continue our efforts to grow Hard Rock’s licensing platform globally, this collaboration positions us as a premium brand within a surging category.”