Labatt USA and Barstool Sports Launch ‘Big Deal Brewery’

NHL vets Paul Bissonnette and Ryan Whitney, hosts of the #1 hockey podcast in the world, Spittin’ Chiclets, and Barstool Sports have partnered with Labatt USA to launch a new beer brand, Big Deal Brewery. The debut beer underneath the Big Deal Brewing umbrella will be the “Big Deal Brewing Original Golden Ale,” a super-premium golden ale. 

The Spittin’ Chiclets team was in Buffalo last night to make the announcement and the first pours of the Original Golden Ale were served at the Labatt Brew House last night to a select group. Check out the clip of the announcement on their podcast HERE.

Over the last year, Paul Bissonnette and the entire Spittin’ Chiclets team at Barstool have been hands-on innovating with the Labatt USA team to create a refreshing, high-quality debut beer for hockey fans and beer drinkers alike. The new beer will be available in select cities in the US and Canada this fall.

Labatt USA and Barstool Sports have been marketing partners since 2019 and have focused a lot of their brand activation efforts around the popular Spittin’ Chiclets franchise, which has been the brains behind the development of the Big Deal Brewing brand. This weekend in Buffalo, Labatt USA is the official sponsor of the Chiclets Cup, the biggest and most popular street and roller hockey tournament in the U.S. The event will bring together over 800 players with talent ranging from professional to amateur and everyday hockey fans. On Thursday evening, fans attending the Cup were among the first to taste the new beer that is set to debut in the fall.

Bissonnette, Whitney, and the whole team behind the Spittin’ Chiclets podcast are no strangers to crafting popular adult beverages. In 2019, they launched Pink Whitney, with E. & J. Gallo New Amsterdam Vodka and Barstool Sports, which gained overnight popularity making it the #1 flavored vodka in North America to this day. Jumping into the beer category with the unveiling of Big Deal Brewing is a natural next step for the guys. 

The Spittin’ Chiclets podcast is the #1 hockey podcast in the world featuring 1.2M monthly unique listeners.