Happy Dad Becomes the Official Hard Seltzer of the Canadian Hockey League, Launches First Canadian Campaign.
Toronto, ON - October 27, 2025
Happy Dad has entered into a partnership with the Canadian Hockey League (CHL) and member leagues; the Western Hockey League (WHL), the Ontario Hockey League (OHL) and the Quebec Maritimes Junior Hockey League (QMJHL).
As Canada’s most beloved sport, hockey unites fans across generations and backgrounds. This partnership marks a significant milestone for Happy Dad as it deepens its connection with Canadian communities through one of the country’s most culturally powerful institutions.
“This partnership allows us to connect with hockey fans across Canada at a grassroots level,” said Ethan Zon, Director of Marketing for Happy Dad Canada.
To celebrate the partnership, Happy Dad has launched its first Canadian marketing campaign featuring the tagline: “DANGLE. SNIPE. SELTZER.”
“We wanted to tap into authentic hockey slang that fans would instantly recognize,” said Zon. “‘Dangle. Snipe. Celly.’ is a classic phrase in the sport, and by swapping ‘Celly’ for ‘Seltzer,’ we’re putting Happy Dad at the center of the action - right in the moment of celebration.”
The campaign is supported by in-store point-of-sale displays and co-branded merchandise designed to drive awareness and reward fans.
About the CHL:
The Canadian Hockey League (CHL) is the world’s largest development hockey league with 52 Canadian and nine American teams participating in the Western Hockey League (WHL), Ontario Hockey League (OHL), and Quebec Maritimes Junior Hockey League (QMJHL). The CHL supplies more players to the National Hockey League (NHL) and U SPORTS than any other league. During the 2024-25 season, of the 1,000-plus players who played a game in the NHL, over 415 came through the CHL. At the 2025 NHL Draft, 90 CHL players were selected, including 21 in the first round. For more information regarding the CHL, please visit chl.ca.
About Happy Dad Canada:
Launched in February 2024 and available nationally, Happy Dad’s Canada-made vodka-based Hard Seltzers, Teas and Lemonades are simple, refreshing and delicious. With a strong cultural following, authentic partnerships, and unique products, Happy Dad has quickly become Canada’s fastest growing RTD brand family.
