Quick, name a sport whiskey pairs well with. Soccer, you say? Not something which immediately leaps to our mind, but nonetheless, there seems to be some synergy between spirits company Beam Suntory and Major League Soccer franchise LA Galaxy in the unveiling of the new Jim Beam Bourbon Champions Lounge at the team’s StubHub Center stadium. It has apparently resonated with fans as well, as word is this lounge is already sold out for the 2016 season.
The Jim Beam Bourbon Champions Lounge, according to the Galaxy, is a 2,200 square-foot recently renovated premium-seating area that’s said to be the first naming entitlement of a bar or lounge at the stadium. It is normally reserved for club seat holders and field seat holders, representing a so-called “new standard in premium seating amenities for fans” which puts guests in arms reach of players in order that they might “have the opportunity to say hello, shake hands, watch media interviews and get autographs.”
So you are probably saying to yourself, this is great and all, but what about the whiskey? The lounge has that answer squared away, offering Beam whiskies alongside cocktails including Manhattans and Old Fashioneds. There also looks to be a bunch of Beam barrels scattered around the large room, but those sadly look empty from photos released of the space.
As this is a luxury ticket experience, the range of food/drink options, including the whiskey, is pretty extensive. There’s a full bar, tasting room, and numerous bar tops that let one enjoy the previously mentioned items plus margaritas from another Beam Suntory brand, an “exclusive menu” of food choices, complimentary beer and wine up to the 60th minute of each game, and dessert up to half time.
Alongside the lounge, those of us who are more mere mortals will still be able to enjoy some of the Beam experience via a total of 24 point-of-sale locations within the stadium which offer whiskey cocktails.
“We could not be more excited to announce this partnership,” said Gordon Macpherson, Divisional Vice President for Beam Suntory, in a prepared statement. “There’s no better pairing than soccer viewing and refreshing cocktails, so we look forward to enjoying successes both on and off the field with the LA Galaxy.”
As an aside, it is interesting to see the Galaxy turn to Beam for this whiskey upgrade. One wonders if they considered the fact legendary soccer star David Beckham, who spent a portion of his career with the team, has his own whisky brand, Haig Club, through Beam Suntory competitor Diageo.
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