PRESS RELEASE January 5, 2021 (Boston, MA) – It’s Game Time! Framingham-based Jack’s Abby and the Boston Celtics are excited to release a year-round collaboration beer, Pride and Parquet – hitting shelves across New England this week.

Using expertise from almost ten years of brewing this craft beer style, Pride and Parquet is an easy-drinking 5.7% ABV hoppy lager, perfect for toasting a Celtics win.

“My brothers and I are extremely excited to launch this collaboration beer with a great Boston institution like the Celtics. In making this beer, we were able to work side-by-side with the Celtics team throughout the entire process, from design to naming to ingredients and recipe. To be able to do that with a giant in the sports world is a really unique opportunity for a small family business and we are bringing everything we have to this partnership and this special beer.” – Sam Hendler, co-owner of Jack’s Abby Craft Lagers

“We are thrilled to announce our first ever Celtics collaboration beer, Pride and Parquet, with our friends and partners at Jack’s Abby. Sam and his brothers came to us with the idea of creating this custom lager and it was a great experience to work with them from start to finish.  We hope Celtics fans will enjoy Pride and Parquet as much as we do.” – Ted Dalton, SVP of partnerships and business development for the Boston Celtics

Pride and Parquet is part of a multi-year partnership between Jack’s Abby Craft Lagers, a family-owned brewery, and the 17-time World Champion Boston Celtics, one of the original NBA teams. This partnership is unique in both the beer and basketball worlds, as it is the Celtics’ first craft beer collaboration.  

Pride is something you feel. It demands hard work, dedication, and integrity. The Celtics feel their pride on the parquet and the team at Jack’s Abby feels it on brew day. With this beer, we set out to show that when two Boston legends team up, Anything is Possible.

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About Jack’s Abby Craft Lagers

Jack’s Abby Craft Lagers has been brewing world class lager using traditional German standards and American innovation since 2011.  Founded by three brothers, Jack, Eric, and Sam Hendler, Jack’s Abby has become a mainstay of the craft brewing scene in the Northeast and nationwide.


About the Boston Celtics

A charter member of the Basketball Association of America (which evolved into the National Basketball Association) since 1946, the Boston Celtics have won a record 17 NBA Championships, including eight (8) in a row from 1959-1966, winning their first title in 1957 and their most recent in 2008. The Celtics have long stood for equality and respect, including hiring the first African American Coach and starting the first all black starting five. In addition, 39 former Celtics players, management or staff have been inducted into the Naismith Memorial Basketball Hall of Fame. In December 2002 the team returned to local ownership for the first time since 1963. For more information on the Celtics, log on to

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