Kickstand Cocktails expands into Pabst Theater Group venues

Kickstand Cocktails has partnered with Pabst Theater Group to sell its vodka sodas at six Milwaukee venues, widening the brand’s presence in Wisconsin. The deal connects the ready-to-drink label with some of the state’s most visible live entertainment spaces as it pushes deeper into retail, hospitality, sports and events.

Why it matters: - The partnership gives Kickstand Cocktails a new on-premise sales channel in Milwaukee, where live events can move product quickly. - The deal expands the brand’s Wisconsin footprint in a state where investor ties and local familiarity are part of the pitch. - Pabst Theater Group gains a new beverage option across venues that host music, comedy and other live entertainment year-round.

What happened: - Kickstand Cocktails announced a partnership with Pabst Theater Group on September 7, 2026. - Kickstand Cocktails will be available at six Milwaukee venues: The Pabst Theater, The Riverside Theater, Turner Hall Ballroom, Miller High Life Theatre, The Fitzgerald and Vivarium. - The brand was founded by entrepreneur and sports journalist Darren Rovell and football player J.J. Watt. - Kickstand’s investor group includes J.J. Watt, T.J. Watt, Dani Watt and former Wisconsin running back Melvin Gordon.

The details: - Pabst Theater Group operates six live entertainment venues in Milwaukee, including the historic Pabst Theater, which has been a downtown fixture since 1895. - Gary Witt, owner and CEO of Pabst Theater Group, said the partnership fits the group’s focus on intentional hospitality and high-quality bar offerings. - Kickstand is already sold at Wisconsin retailers including Total Wine & More, Woodman’s and Trader Joe’s. - The brand is also working toward an expanded presence at Milwaukee-based Sendik’s Food Market locations this fall. - Melvin Gordon will continue to support Kickstand’s expansion and will be available for select media opportunities tied to the partnership. - Kickstand’s lineup includes Raspberry Habanero, Cucumber Jalapeño, Pineapple Poblano and Peach Chipotle. - Each flavor has 110 calories, zero carbs, no added sugar and 5% ABV. - The drinks are gluten-free and contain no artificial sweeteners. - Kickstand has received a 2025 Silver Medal from the San Francisco Tasting Alliance and BevNet’s 2023 Best New RTD recognition. - Kickstand is built around a “fricy” flavor profile that combines fruit and peppers.

Between the lines: - The partnership shows Kickstand leaning into local sports credibility and Wisconsin nostalgia instead of broad national positioning. - The brand is using live entertainment venues to reinforce a local-first strategy that already runs through retail and hospitality. - J.J. Watt’s comments frame the deal as a home-state play, not just a distribution win.

What’s next: - Kickstand is expected to use the Pabst Theater Group deal to deepen awareness and trial in Milwaukee. - The brand will keep building retail distribution in Wisconsin, including planned growth at Sendik’s locations. - Gordon’s continued role suggests Kickstand will keep using familiar Wisconsin figures as it expands.

The bottom line: - Kickstand Cocktails is turning Wisconsin connections into shelf space and taproom-style visibility, with Milwaukee’s live venue circuit now part of its growth plan.