Proof Point hard seltzer can now be found at retailers in 27 states, and a variety of entertainers and producers are helping the new brand by giving their blessing.

Grammy-nominated rapper Meek Mill and hip-hop producer JetsonMade are getting into the act. Meek Mill posted a video of friends at a birthday party that included plenty of Proof Point hard seltzer. The Instagram video had nearly 400,000 views after about a week.

The brand from Molson Coors (NYSE: TAP) is “forging alliances across pop culture,” according to an article on the company’s Beyond Beer blog. That includes the Black Effect Podcast Network, the world’s largest podcast network aimed at Black listeners. Molson Coors was a charter sponsor of Black Effect when it launched in 2020.

Proof Point is sponsoring the #BackOutside Tour hosted by Justin Combs. The tour makes stops in include Los Angeles, Miami, New York, Chicago, Washington, D.C., San Francisco and Las Vegas.

“Proof Point is showing up authentically in culture, and we know that celebrities and influencers drive purchasing decisions,” says Brittany Lanier, senior marketing manager for Proof Point.

“Thanks to the exposure it’s getting across social media, Proof Point is already making waves.”

Proof Point offers whiskey seltzer with blackberry, rum seltzer with mango pineapple, tequila seltzer with grapefruit, and vodka seltzer with lime. The hard seltzer is 5% ABV, and sold in single-flavor four-packs of 12-ounce slim cans.

Caroline Hill
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