Packers add Carbliss to lineup at Lambeau Field

Heather Graves

Staff

October 6, 2025

GREEN BAY – What started as nothing more than a discovery meeting more than a year ago has turned into a full-fledged partnership between two well-known Wisconsin brands.

Carbliss® – the zero-sugar canned cocktail brand based in Plymouth – has officially partnered with the Green Bay Packers, bringing three of its top-selling flavors to fans at Lambeau Field. 

“The process [of starting a partnership] usually starts with a discovery meeting between the two companies,” Katie Dennis – director of marketing for Carbliss – said. “The Packers wanted to know what we look for in a partnership to create a sponsorship package that meets our goals. This was then followed by a tour of the stadium and a meeting with the Lambeau concessionaire.”

Things progressed from there, Dennis said, with an official announcement of the partnership coming last month.

She said the collaboration reflects a strategic alignment between two brands with deep Wisconsin roots. 

“Carbliss and the Green Bay Packers are both powerhouse brands, born and raised in Wisconsin,” she said. “The Packers are one of the most iconic and most beloved symbols of the state. Carbliss has just surpassed Tito’s as the best-selling spirit brand in Wisconsin.”

Furthermore, Dennis said the partnership – rooted in shared values of connection and loyalty – is a “mutually beneficial” agreement.

“Carbliss for the additional exposure and stadium sales, Packers for the alcohol beverage sales growth and potential additional profit margin,” she said.

Though the potential for increased sales is a benefit, Dennis said the goals of the partnership go well beyond serving as a simple sales channel.

“We want to send a message that we aren’t just from Wisconsin – we support what Wisconsin loves,” she said.

Dennis said the partnership is designed not only to increase visibility for the Carbliss brand, but to align with “one of the most iconic teams in the National Football League with a small market community that is incredibly loyal.”

Though currently the partnership with the Packers is a one-year deal – “[we are] dipping our toe in the water” – she said the brand anticipates a long-term relationship with the team.

Justin Wolf, director of corporate sales partnerships and activations for the Packers, said the team is proud to welcome Carbliss to Lambeau Field and offer Packers fans “another unique beverage option.”

“We’re always looking for new ways to enhance the gameday experience by partnering with Wisconsin brands, and Carbliss has emerged as a homegrown favorite,” he said. “We’re excited to have Carbliss at Lambeau Field.”

Gameday sips

As part of the partnership, Dennis said Carbliss flavors Black Raspberry, Cranberry and Lemon Lime – “three of Carbliss’s top-selling SKUs /flavors” – are now available for purchase at Lambeau Field.

“[Fans can] find them in grab-and-gos all around the stadium, as well as at bars/restaurants neighboring Lambeau,” she said. “We are able to utilize the Packers logos on signage and promotions all over the state – bars, grocery stores, liquor stores – and [we are launching] an exciting sweepstakes giveaway where one lucky consumer can win a dream trip to Titletown.”

Though currently only three Carbliss flavors are available at Lambeau, Dennis said, “we look forward to bringing additional flavors to Packers fans – and other fans – at Lambeau.”

“The ready-to-drink category is flavor driven,” she said. “It’s proven that the more flavors offered in an account, the more Carbliss is sold.”

Expanding the playbook

Building on several years of strong growth in Wisconsin, Dennis said the partnership with the Packers builds on the brand’s expanding portfolio of sports collaborations.

“Our three-year agreement with the Milwaukee Brewers has been a successful partnership as well,” she said. “We have been able to reach out to and grow the relationships around the ballpark. The Brewers give Carbliss opportunities for co-branded displays, sweepstakes and promotions at liquor stores, grocery and bars. Fans see Carbliss at the ballpark, then see Brewers-branded displays at retail – closing the loop.”

Dennis said the hope is to replicate a similar impact through Carbliss’s new partnership with the Green Bay Packers.

“Carbliss is enhancing the tailgating and gameday experience,” she said. “Association with the Packers ties the product directly to those consumption moments, where fans are looking for easy-to-drink options.”

Continuing that momentum, Dennis said Carbliss added the Indianapolis Colts to its sports partnership portfolio this season as well.

“We are talking to two NHL teams as well,” she said. “We are always looking for additional partnerships and ways to bring the ‘Bliss’ to our consumers.”

Dennis noted that Carbliss’s growth isn’t limited to partnerships – as it’s also expanding its presence across additional states.

“We are currently launching the Sunshine State – Florida,” she said. “With this addition, you can find Carbliss in 20 states.”

Thus far, Dennis said the feedback Carbliss has received on the Packers partnership has been very positive.

“The Green Bay and Fox Valley area is the highest-selling Carbliss territory in the entire U.S.,” she said. “The fans are very happy they can [now] find their favorite canned cocktail at their favorite stadium.”

Team Carbliss

Founded in 2019 by husband-and-wife duo Adam and Amanda Kroener, Dennis said Plymouth-based Carbliss has quickly disrupted the beverage industry with zero carbs, zero sugar and only 100 calories, all without sacrificing flavor. 

In a previous interview with The Business News for a story highlighting the company’s No. 7 ranking in the 2024 Inc. 5000 Fastest Growing Private Companies list, Adam said he can honestly say he never thought they would get to where they are now.

“My wife and I were both small-town people who ended up making something a little bit different that we thought was great…,” he said. “We’ve never went the venture capital route where we raised a ton of funds. Doing this as a family-owned business with a hard-working team really solidifies the fact that anybody can do it.”

Becoming an official partner of the Green Bay Packers, Dennis said, marks yet another milestone achieved by the same hardworking, family-driven team.