Chicago-based Goose Island Beer Co. has become the "official craft beer partner" of the White Sox in a multiyear deal that will "include a prominent Goose Island sign in left-centerfield at Guaranteed Rate Field," according to Josh Noel of the CHICAGO TRIBUNE. The brewery’s profile will be "significantly higher" in '18 than it was at the ballpark last year, including "ample signage and dozens of placements" for Goose Island brands. Goose Island also has "intellectual property rights to the White Sox’s name and logo, which will be used in marketing and advertising." The deal is the White Sox’ "second with a local brewery in recent weeks" after the team last month announced a multiyear deal with Revolution Brewing on a "social media-focused bar that will feature eight Revolution taps." White Sox Senior VP/Sales & Marketing Brooks Boyer said there will be a "bigger presence from Goose Island because it’s a bigger deal," but added that Revolution was "able to carve out something that works for them.” Since "ending a 30-year partnership" with MillerCoors before the '17 season, the White Sox have "embraced a series of smaller beer marketing deals, rather than partner with one major player." The White Sox currently have multiyear deals with Modelo, Revolution and, now, Goose Island. Boyer said that among major brands, Budweiser and Bud Light also will be "well represented at Guaranteed Rate Field, and further marketing deals remain possible." Meanwhile, Goose Island has been a "dominant brand at Wrigley Field" since the Cubs and A-B InBev (which bought Goose Island in '11) "entered into a marketing deal" in '13 (CHICAGO TRIBUNE, 4/5).
ON THE NORTH SIDE: The TRIBUNE's Noel cites sources as saying that Heineken-owned Lagunitas IPA will have "more than 30 tap handles at Wrigley Field" this season. Whether Lagunitas would "maintain a presence" at Wrigley Field was in doubt after the Cubs "surprisingly added 27 Goose Island tap handles" just before the end of the '17 regular season. But sources said that "Lagunitas’ Wrigley Field footprint will "even grow a bit" this season (CHICAGO TRIBUNE, 4/5).
