Happy Dad Hard Seltzer is gaining ground in the on-premise channel with a data-driven approach built for scale. The brand, known for its strong off-premise performance and social reach, is now translating that momentum into bars and restaurants across the country.

By partnering with BeerBoard, Happy Dad taps into real-time “sell through” data to guide decisions at the account level. This gives operators a clear view of what is selling, when it is selling, and how to optimize their menus and inventory. The result is faster growth, stronger performance, and better alignment with consumer demand.

The on-premise strategy is led by Daniel Guangorena, Director of On-Premise, and Matt Miera, Director of On-Premise Key Accounts. Their team focuses on consultative selling backed by real data, not assumptions. Instead of relying on depletion trends, they use live sell-through insights to identify opportunities and build programs tailored to each market.

Sam Shahidi, CEO and Co-Founder of Happy Dad, said, “Our brand already has strong momentum in the on-premise, and we are growing fast with the right partners. BeerBoard helps us accelerate that. Their data gives us a clear view of what is working and where to go next, and the way they apply it at the account level stands out. At the same time, Happy Dad sits in a strong spot as an affordable premium option. That gives bars and restaurants a product their customers want at a price that fits today’s environment. We are a go-to brand for Gen Z, and that creates real value for operators who carry us.”

BeerBoard’s Alcohol Intelligence platform connects data across all three tiers to deliver a full picture of on-premise performance. This level of visibility allows Happy Dad to act as a true strategic partner to operators, focused on driving results at the account level instead of pushing product into locations.

John Boyle, SVP of Business Development at BeerBoard, notes, “We are proud to add Happy Dad as an insights partner. The level of communication we have with their team is amazing, they want to know as much as they can as they work together with operators to build the right programs, place the right products in the right locations, at the right times.”

He added, “Happy Dad has proven wide appeal but is also in the unique position of helping bars and restaurants get the attention of the most elusive group in every conversation about the future of the industry, Gen Z. With Happy Dad investing in the on-premise, the early results are unmistakable, with a rate of sale exceeding the overall Beyond Beer category and RTD-style indexes. This combination of having the right flavors, branding, social media, and adding targeted on-premise insights from BeerBoard is the basis for great strategic partnerships for bars and restaurants going forward.”

Happy Dad continues to stand out with full-size cans, no artificial sweeteners, and a lineup built for easy drinking. Now paired with real-time on-premise intelligence, the brand is expanding its footprint faster, strengthening operator relationships, and showing up in more bars and restaurants where consumers want it most.