Georgia on Ice: Broadstreet Infamous Whiskey Locks In Two-Year Deal as Official Spirit of the Atlanta Gladiators
There is a particular kind of alignment that makes a sports sponsorship feel inevitable rather than transactional — when the brand and the team share something genuine before the ink ever touches the contract. That is precisely the dynamic at play in the newly announced, renewed partnership between Broadstreet Infamous Whiskey and the Atlanta Gladiators, the ECHL professional ice hockey franchise that calls Gas South Arena in Gwinnett County home. The Georgia-based, award-winning bourbon brand has expanded its Atlanta Gladiators partnership with new arena activations and a Gladiators-themed cocktail. What started as an initial sponsorship arrangement has now deepened into a two-year commitment — one that says as much about where Broadstreet Infamous is headed as it does about the Gladiators' vision for their fan experience.
The Brand Behind the Bottle: Who Is Broadstreet Infamous?
To understand why this deal resonates, you have to understand the distillery itself. Founded by Lorenze "LT" Tremonti, Broadstreet Infamous Whiskey is rooted in Georgia's Prohibition-era history, and the distillery is situated in Greensboro, Georgia, within the historic 22,120-square-foot Green Supply Store building — a location once central to the Southeast's moonshine production during Prohibition. That history isn't just a marketing hook. It's baked into the brand's DNA, and Tremonti has been deliberate about honoring it while building something modern on top of it.
The brand blends Georgia's moonshine heritage with Kentucky's distilling traditions, creating whiskeys that honor the past while pushing boundaries. Founded by master distiller Lorenze Tremonti and a team of passionate bourbon enthusiasts, Broadstreet Infamous is defined by its commitment to craftsmanship and its bold approach to whiskey. That four-grain recipe philosophy runs through every expression they produce, and Tremonti has spoken openly about the intention behind it. "At Broadstreet Infamous, we believe in embracing the extraordinary. Our brand encapsulates the spirit of adventure and the thrill of breaking free from the confines of tradition, as seen in our unique four-grain recipe," Tremonti has said.
The company itself operates under a somewhat layered structure. Craft distillery Infamous Whiskey, DSP-GA-20139, changed its brand name to Broadstreet Infamous effective September 18, 2024, with the new name uniting the company's bourbon line with its modern style, unique marketing, and historic distillery location in the Lake Oconee area of Greene County, Georgia at 208 East Broad Street in downtown Greensboro. The name change only affected the brand's product releases, while Infamous Whiskey Inc. as a corporation retained its original name and operational structure. The rebrand was a strategic move — a signal that the team at Broadstreet was ready to step up into more visible, competitive territory within the crowded American craft spirits market.
The Bourbon Portfolio: Expressions Worth Knowing
Broadstreet Infamous isn't a one-bottle brand resting on a single release. Their signature selections include the Legacy Bourbon and the Prohibition Proof Bourbon. The Legacy Series Bourbon is aged four years and bottled at 92 proof — a respectable entry point that speaks to their commitment to doing things properly rather than rushing product to market. The Prohibition Proof expression, meanwhile, carries a name that nods directly to the history of their distillery grounds and the defiant spirit — pun fully intended — that Southern whiskey culture has always carried.
The accolades have started to stack up in a way that's hard to ignore. The brand's bourbon portfolio earned Gold and Double Gold honors at the 2025 PR%F Awards, one of the spirits industry's most respected double-blind competitions. That last qualifier matters enormously in a category where marketing budgets and distribution muscle can obscure the actual quality of what's in the bottle. In a double-blind format, none of those external factors apply. Lorenze Tremonti noted that the competition "has been setting the standard since 2019," adding that achieving those results in a "buyer-judged, double-blind format speaks volumes about the quality of our bourbon line."
Beyond competition medals, the brand has been steadily widening its retail footprint. Broadstreet Infamous' debut bourbon releases are available at retail locations across Georgia and shipped directly to consumers in 41 states and Washington, D.C. For a craft distillery operating out of a small Georgia town on the shores of Lake Oconee, that kind of national reach is not the norm — it's the result of intentional distribution strategy and a willingness to pursue partnerships that generate awareness well beyond local markets.
From a Fan in the Stands to the Name on the Ice
What gives this particular partnership a layer of genuine sentiment is the personal backstory of Broadstreet Infamous' founder. Lorenze Tremonti is not some corporate entity who acquired a whiskey brand and went looking for sports properties to attach it to. He is, by his own account, a longtime fan of this very franchise — dating back to before the team relocated and rebranded. As Tremonti put it: "Our mission has always been to build a brand that represents Georgia with pride. I've been a fan of this franchise since the Gwinnett Gladiators days, so becoming its Official Whiskey is an opportunity I never imagined. Today, I'm still a fan, fortunate to be part of this journey."
That context reframes the entire partnership. This isn't a brand seeking optics through association with a sports team. It's a founder-led company finding a way to intertwine a personal passion with a professional one — a convergence that tends to produce more authentic activations than anything conjured in a boardroom.
The Deal in Detail: What the Partnership Actually Looks Like
Arena Presence and Branding on the Ice
Concept art has already been released depicting what Broadstreet Infamous branding on the ice will look like when the puck drops for the Atlanta Gladiators season opener at Gas South Arena on October 17, 2026. Ice-level branding at a professional hockey game is among the most coveted and visible real estate in sports sponsorship — seen clearly from every camera angle, every elevated seat, and every highlight clip that circulates after the final buzzer.
The partnership will be prominently featured at the Gladiators' home games at the 13,000-seat Gas South Arena. At that scale — 13,000 fans per game night — the cumulative impressions across a full ECHL season represent a significant brand-building opportunity for a distillery that is still in an expansive growth phase.
The Infamous Maximus Cocktail
One of the more tactile elements of the deal is the creation of a signature cocktail bearing both brands' identities. Every great Old Fashioned begins with a great bourbon. Broadstreet Infamous will be proudly served at all Gas South District bars and featured in the Atlanta Gladiators' signature cocktail, the "Infamous Maximus." The naming of the cocktail is worth appreciating — "Maximus" carries a distinctly gladiatorial connotation, tying the drink directly to the team's identity while "Infamous" anchors it to the distillery. It's the kind of co-branding detail that gets done right when both parties are actually engaged in the creative process rather than simply signing off on whatever the agency produces.
Having a dedicated signature cocktail available at every arena bar throughout the season also solves one of the core challenges any craft spirit faces in a venue context: discoverability. Most fans arriving at a hockey game are not pre-committed to a specific pour. A named, positioned cocktail on the menu changes that dynamic entirely, turning casual curiosity into trial, and trial into loyalty.
The Whiskey on Ice Crew
As part of the partnership, the Gladiators Ice Crew will wear custom Broadstreet Infamous-branded hoodies during game appearances, debuting as the "Whiskey on Ice" Crew. The Ice Crew in professional hockey occupies a uniquely visible role during intermissions and stoppages — seen by every person in the building and frequently captured in broadcast footage. Turning that group into branded ambassadors for Broadstreet Infamous is a smart deployment of an asset that the Gladiators' organization controls and that carries genuine in-arena cultural weight.
The naming of the group as the "Whiskey on Ice" Crew is also the kind of wordplay that translates cleanly across social media, which is where the secondary amplification of arena moments lives. A custom-branded hashtag, an Instagram-worthy moment captured rinkside — it all feeds back into awareness for both the team and the distillery.
The Gladiators Perspective: Why This Partnership Made Sense
From the Gladiators' side of the table, the alignment with a Georgia-based craft bourbon brand is a natural extension of the franchise's community identity. The team's leadership has been straightforward about the reasoning. Ian Huver, manager of new business development for the Atlanta Gladiators, explained: "Ice hockey is a sport built for extreme conditions. It demands peak performance where grip, speed, and precision define success. Similarly, Broadstreet Infamous bourbons are distilled with that same dedication to perfection — crafted under exacting conditions where balance and control create something exceptional. This partnership just fits naturally."
ATL Hockey Group President Jared Youngman echoed that sentiment while focusing on the fan-facing dimension of the deal. "This partnership provides the perfect opportunity to bring fans closer to the team they love and offer an exciting way to celebrate every Gladiators win," he said, adding, "We're excited for the season ahead and look forward to cheering on the Gladiators over great pours of Broadstreet Infamous bourbons."
Tremonti reinforced the values-based dimension of the deal from the brand's perspective: "We're incredibly proud to partner with the Atlanta Gladiators and represent Atlanta's premier hockey team — on and off the ice. Hockey's grit and precision mirror the spirit of our distillation process. This sponsorship is more than a partnership — it's a statement of shared values and Georgia pride."
The Official Bourbon of Gas South Arena: A Bigger Picture
The Atlanta Gladiators deal is actually just one strand of a larger tapestry that Broadstreet Infamous has been weaving across Georgia's sports and entertainment landscape. The distillery's ambitions extend well beyond the hockey rink. The company is the Official Bourbon of Gas South Arena, the Official Craft Whiskey of the Atlanta Gladiators, a sponsor of NASCAR Truck No. 15 with TRICON Garage driven by Tanner Gray, and Matt Heafy, frontman of the globally renowned metal band TRIVIUM, is an active partner.
The NASCAR dimension is particularly revealing about how Broadstreet Infamous is thinking about audience development. The brand returned as an associate sponsor of the No. 15 NASCAR Craftsman Truck Series entry driven by Tanner Gray for TRICON Garage at Atlanta's EchoPark Speedway in Hampton, Georgia — continuing a relationship built on shared energy, authenticity, and performance. The Atlanta race marked a meaningful home-state appearance for Broadstreet Infamous, a Greensboro, Georgia-based bourbon brand that has quickly gained recognition for its bold identity, premium quality, and growing presence across motorsports, professional sports, and entertainment.
The TRIVIUM partnership adds yet another dimension — reaching into music culture, specifically the metal and hard rock communities that skew heavily toward exactly the kind of male audience that gravitates toward craft bourbon. In the future, Broadstreet Infamous plans to release a special collection that celebrates Heafy, his music, and his appreciation for fine bourbon. As part of the creative collaboration, Heafy will work with the Infamous team to curate his first-ever select bourbon. The Black Label Barrel Select release that came out of this collaboration is expected to become highly collectible due to its limited production, artist collaboration, and increasing national visibility surrounding the Broadstreet Infamous brand, with secondary market and collector value anticipated to exceed $300 per bottle based on rarity and demand.
The Craft Spirits Landscape: Why Sponsorships Like This Matter More Now
The American craft spirits market has matured considerably since the early days of the post-2010 distillery boom. In a landscape crowded with hundreds of small-batch producers all competing for shelf space and consumer attention, the ability to attach a brand to a live event experience — and specifically to a sport with a passionate, local fanbase — represents a meaningful competitive advantage. A fan who discovers Broadstreet Infamous while watching a Gladiators power play, enjoying an Infamous Maximus cocktail, and seeing the branding on the ice below is experiencing the brand in three sensory channels simultaneously. That kind of layered engagement simply doesn't happen through a bottle on a shelf.
For craft distilleries, sports sponsorships have historically been the exclusive domain of large national brands with marketing budgets that dwarf what an independent operator in Greensboro, Georgia can access. The shift toward regional professional sports teams — particularly ECHL and AHL hockey franchises — has opened a more level playing field, where a well-positioned craft brand can claim official status and genuine arena presence without needing the backing of a multinational conglomerate. Broadstreet Infamous appears to be acutely aware of this window, and is moving through it with purpose.
What It Means for Enthusiasts and Georgia Bourbon Drinkers
For bourbon drinkers in Georgia and across the 41 states where Broadstreet Infamous ships direct to consumers, this partnership is a useful reminder that compelling craft bourbon doesn't have to travel from Kentucky to be worth your attention. Located in Greensboro, Georgia, Broadstreet Infamous is a premium spirits startup built for a new generation of drinkers who value authenticity, bold flavors, and modern storytelling. That tagline can sometimes ring hollow when used by brands that are sourcing from large contract distilleries and slapping a label on it, but the combination of a proprietary distillery, competition medals from legitimate double-blind judging, and a growing national distribution network suggests there's real substance behind it.
Defined by their commitment to craftsmanship and award-winning bourbons, Broadstreet Infamous continues to establish itself as one of the most compelling emerging whiskey brands in the American craft spirits landscape. That kind of statement is earned slowly, through the accumulation of consistent quality, smart brand positioning, and the willingness to show up in unexpected places — like a hockey rink in Gwinnett County where 13,000 fans are looking for something good to drink between periods.
Attending a Gladiators home game this season and next means encountering Broadstreet Infamous at every turn — on the ice boards, in the cocktail menu, on the hoodies of the Ice Crew, and likely in the hands of the person sitting next to you. For a brand that began in a historic downtown Greensboro building where moonshiners once operated, that kind of statewide and now national presence represents a trajectory that would have been difficult to imagine just a few years ago.
The Road Ahead: Two Years and Counting
A two-year partnership commitment is significant in sports sponsorship terms. It signals that both the Gladiators' organization and the Broadstreet Infamous team are not interested in a one-season experiment — they're investing in building something durable, something that fans will associate with the Gladiators experience the way you associate certain beers with certain stadiums or certain bourbons with certain Kentucky arenas. That kind of embedded brand identity takes time to develop, and the two-year runway gives both parties the space to actually build it rather than scramble through twelve months and walk away.
With the season opener at Gas South Arena set for October 17, 2026, and Broadstreet Infamous branding already rendered in concept art across the ice surface, the partnership is moving from announcement into execution. The Infamous Maximus cocktail will be poured, the Whiskey on Ice Crew will take the ice, and somewhere in the arena, Lorenze Tremonti — longtime fan, now official partner — will likely find himself watching a team he grew up rooting for, with his own bourbon in hand. That is exactly the kind of story that craft spirits are supposed to produce. Not every brand gets to live it.
