{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Why Stadium Partnerships can be the \u2018Ultimate Sampling Weapon\u2019 with Two Robbers\u2019 Vivek and Vikram Nayar","description":" Two Robbers Spirits Co.\u2019s partnership with the Philadelphia Eagles is helping the 7-year-old company fly.   On the latest edition of the Brewbound Podcast, Two Robbers founders Vivek and Vikram Nayar share how partnerships with Philadelphia pro sports teams have helped raise their local profile and increase rate of sale in off-premise retailers.   \u201cIt\u2019s sort of like the ultimate sampling weapon being able to sell in the stadium,\u201d Vivek said. \u201cPeople talk about how valuable sampling is, but it\u2019s even more valuable if someone pays for your product to try it and enjoys it that way.\u201d   Two Robbers is entering Year 2 of its sponsorship with the NFL\u2019s Philadelphia Eagles, a deal that allows them to leverage the Eagles\u2019 marks on packaging. The Nayars are planning to open up their portfolio playbook this year, introducing single-serve cans featuring the Eagles\u2019 logo exclusive to on-premise retailers starting this month.   Vivek and Vikram go deep on their long-term vision for sports partnerships and explain how the company\u2019s pivot from hard seltzer to spirits-based cocktails future proofed the business. They also explain why they believe there\u2019s room for multiple brands to compete in the category, even in a ready-to-drink stronghold such as Philadelphia.   Before the interview, the Brewbound team catches up on their travels, with road reports from the National Beer Wholesalers Association (NBWA) Annual Convention and the Great American Beer Festival (GABF).   Brewbound editor Justin Kendall, managing editor Jessica Infante and senior reporter Zoe Licata offer takeaways from the first day of the NBWA\u2019s biggest meeting of the year, including a strong push for franchise law protections and more ironclad contracts with producers, along with the conspicuous lack of hemp talk on the first day.   Plus, Jessica shares her firsthand experience at the revamped GABF, including what worked for the outdoor festival, what didn\u2019t and what we\u2019re hearing might be next.   The team also covers the big deal of the last week: Constellation Brands\u2019 acquisition of SpikedAde for $75 million, with a five-year performance-based earnout that could add $278 million to the sale price. They explain why Constellation dipping its toe into M&A is the bigger story even as hard sports drinks dominate headlines. ","author_name":"Brewbound Podcast","author_url":"http:\/\/brewbound.libsyn.com\/website","html":"