Charles Barkley’s Partners With The Atlanta Hawks, Brings Vodka And Open Bar To State Farm Arena

The brand will also launch an exclusive Hawks Redmont-branded bottle in 2024.

Basketball legend and NBA on TNT host Charles Barkley is bringing his Redmont Vodka brand to State Farm Arena in a major deal with the Atlanta Hawks franchise. The home of the Eastern Conference team is ranked as one of the top 10 busiest concert venues in the country, Pollstar reports.

Barkley is the majority owner of the Alabama-based brand found at Logan’s Roadhouse restaurants nationwide and will now be served through an on-site bar at State Farm Arena.

“It’s within our footprint. We have a strong presence there. And it’s an incredible organization to partner with,” said Eleanor Estes, CEO of Redmont Distilling Co. For Barkley, it brings a business to the home of the Emmy-winning broadcast he, Shaquille O’Neal, Kenny “The Jet” Smith, and Ernie “EJ” Johnson have made a main fixture of the NBA season, the Birmingham Business Journal reports. “As we’ve grown, Georgia is another great market for us, and it made a ton of sense,” Estes said. “Charles lives there when he’s broadcasting NBA on TNT.”

The brand will also launch an exclusive Hawks Redmont-branded bottle in 2024.

“If there are brands that make sense, that are interested in growing their footprint here and believe that State Farm Arena and the Atlanta Hawks are a vehicle to help them do that, those are conversations we surely want to have because we really are a regional asset in so many ways,” said Andrew Saltzman, chief revenue officer for the Hawks.

For the Georgia-based team, the key tenets of their brand are inclusiveness, authenticity, and innovation, which Saltzman believes the Redmont partnership proves.

“That’s a lens that we look through in many aspects of our business partnerships and beyond. So you want to find brands that are like-minded value-wise, that certainly are quality brands, that seem to fit, again, the mindset of our organization,” he said.