George Strait to Headline SweetWater Brewing ATLive This October

SweetWater Brewing Company (“SweetWater Brewing” or “SweetWater”), the ninth largest craft brewer in the U.S. and subsidiary of Tilray Brands, Inc. (“Tilray” or the “Company”) (NASDAQ: TLRY and TSX: TLRY), announced last week its partnership with AMB Sports and Entertainment (AMBSE) to bring the biggest music artists to Mercedes-Benz Stadium with the return of the highly anticipated ATLive concert series powered by Ticketmaster and presented by SweetWater Brewing and Wells Fargo.

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The exciting two-day music event returns on Friday, October 20, and Saturday, October 21. This year’s lineup promises to deliver an unforgettable experience, featuring an incredible roster of superstar artists from both Latin and country music. 

Friday’s lineup will feature energetic performances, led by Latin GRAMMY Award-winners Grupo Firme, along with one of the best-selling Latin artists of all time, J Balvin, GRAMMY-nominated rapper and singer/songwriter Farruko, and Latin GRAMMY-nominated sibling trio Yahritza Y Su Ensencia.  

Saturday will offer a star-studded extravaganza with country icon George Strait, eight-time GRAMMY winner Carrie Underwood, the legendary Willie Nelson & Family, and six-time CMA Vocal Group of the Year Little Big Town

Tickets for each night go on sale Friday, July 21, at 10 a.m. ET via Ticketmaster. 
SweetWater Brewing, one of Atlanta’s original craft brewers and a presenting sponsor of the event will offer its classic easy-drinking beers as well as its newest products: the flavor-forward high ABV Gummies double IPAs and refreshing SweetWater Spirits vodka sodas, at its branded bars at Mercedes-Benz Stadium located on the 100 and 300 levels.

“This will be one of Atlanta’s biggest weekends for Latin and Country music, and SweetWater Brewing will be there to help fans enjoy the show with its refreshing beers and canned cocktails,” said Ty Gilmore, President, U.S. Beers for Tilray. “Our partnership with AMB Sports and Entertainment is yet another way that we’re connecting with the Atlanta community in new, exciting ways.” 

“We are extremely excited to once again bring an incredible lineup of artists to Mercedes-Benz Stadium for ATLive,” said Doug Roberts, vice-president of stadium events and premium sales, AMB Sports and Entertainment. “The ATLive concert series has quickly become one of the can’t-miss concert events of the year and we look forward to welcoming fans of both Latin and Country music for two great nights at Mercedes-Benz Stadium in October.” 

ATLive powered by Ticketmaster and presented by Sweetwater Brewery and Wells Fargo is a multi-genre concert series developed and promoted by AMB Sports and Entertainment. It is the premier destination concert series for the city of Atlanta and the Southeast. In its first three years, ATLive hosted six shows at Mercedes-Benz Stadium with nearly 300,000 people in attendance to enjoy incredible music from Eric Church, Luke Combs, Sheryl Crow, Billy Joel, Miranda Lambert, Metallica, Lionel Richie, Blake Shelton, Chris Stapleton, George Strait, Keith Urban and more. ATLive is produced by AMBSE in partnership with Messina Touring Group. 

To learn more about the two-night event, visit Follow along online at #ATLive.  

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