Happy Valley United, Penn State’s NIL collective, has partnered with Hard AF Seltzer to produce Blue Roaring Raspberry, the official seltzer of the collective. A portion of every drink sale will benefit Penn State student-athletes’ NIL funds through Happy Valley United.

Happy Valley United’s deal with Hard AF Seltzer is the fifth alcohol partnership of the collective. Happy Valley United has already worked with official beer, vodka, bourbon, and wine sponsors.

“Our team couldn’t be more excited to add a product from Hard AF Seltzers to our portfolio,” Jen Ferrang, general manager at Happy Valley United, said in a release. “Hard AF Seltzer has deep roots in the Southern region and is fit for any occasion — especially tailgates and watch parties, and we are looking forward to expanding their reach to the Northeast.”

Hard AF Seltzer sells 8% alcohol-by-volume seltzers. Founded by military veterans, the brand has stores across the United States, though none in Pennsylvania.

“Veteran-owned Hard AF Seltzer is proud to partner with one of the premier universities in the country to help student-athletes fund their dreams both on and off the field. Not only was it an honor to serve my country, but it was an honor to use the GI Bill after my military service ended to earn a master’s degree from Penn State University,” co-founder Dan Hollaway said. “We look forward to a long partnership with Happy Valley United.” 

Cans of Blue Roaring Raspberry are slated to hit shelves in March 2025.