By Press Release Submitted to Published May 23, 2024 at 8:01 AM

Molson Coors Beverage Co., along with its distributor partner
Beer Capitol, today announced a three-year sponsorship renewal with The Pabst Theater Group for exclusive beer and flavored malt beverage (FMB) marketing rights at leading Milwaukee entertainment venues that include the Riverside Theater, the Pabst Theater, Turner Hall Ballroom, The Fitzgerald and the newly opened Vivarium.

“Molson Coors’ partnership with the Pabst Theater Group over the past decade has been a dynamic pairing in Milwaukee’s thriving entertainment landscape,” said Dan Idstein, general manager of sales at Molson Coors. “Extending our sponsorship allows us to continue driving our shared mission of creating vibrant cultural experiences for one of the nation’s great cities.”

Among its many offerings, The Pabst Theater Group will continue serving iconic products from Milwaukee’s hometown brewery, including Miller Lite and Miller High Life, as well as newer Molson Coors innovations such as Simply Spiked and Happy Thursday spiked refresher.

“For 10 years now, we have partnered with our friends, the iconic Milwaukee brand Miller,” said Gary Witt, president and CEO of The Pabst Theater Group. “Over 8,000 shows later in these legendary, historic venues, we have helped grow our city and make it a place where developers are confident to build apartments and businesses are happy to be located. We look forward to many more years with Miller as we, together, bring amazing live performances to Milwaukee.”

This decade-long partnership underscores Molson Coors’ dedication to investing in the Milwaukee community, from music to sports to the arts. With The Pabst Theater Group’s reputation for bringing both high-quality entertainment and visitors to Milwaukee’s downtown, it’s a dynamic collaboration that makes the city stronger.

“Beer Capitol Distributing is excited to join Molson Coors and the Pabst Theater Group as they continue to elevate Milwaukee as a destination for live entertainment and nightlife,” said Dan Graziano, president of Beer Capitol Distributing. “We’re part of a company that has deep local roots and we’re honored to work alongside two historic brands that strengthen and enliven our city.”