The licensing partnership between HRI and Stewart's Enterprises Inc. was negotiated by Broad Street Licensing Group (BSLG). In February, HRI announced its partnership with BSLG to further extend the world-renowned dining and entertainment brand's consumer reach through targeted products that emphasize the brand's core DNA that is deeply rooted in music. In addition to Hard Rock Premium Hard Seltzer, HRI and BSLG will continue to introduce a variety of new and exciting products to fans around the world throughout 2020 and beyond.

"Through our partnership with Stewart's, we have created truly unique flavor profiles and music-inspired package designs that fans will love," said Mark Linduski, director of licensing for Hard Rock International, in a statement. "As we continue our efforts to grow Hard Rock's licensing platform globally, this collaboration positions us as a premium brand within a surging category."

Frank Rubba, founder and president of Stewart's Enterprises Inc. added: "We are thrilled to be working with the licensing team at Hard Rock International and Broad Street Licensing Group to bring a premium hard seltzer to Hard Rock and Stewart's fans alike. We look forward to introducing Hard Rock Premium Hard Seltzer to retailers nationwide and all places where hard seltzer is currently sold."

Peter Strahm, chief executive officer of Stewart's Enterprises added: "The excitement around the partnership is immense. The combination of an iconic brand entering a red-hot category has our team literally ready to rock."