Liberty In a Can™ made its debut at the iconic Madison Regatta over July 4th weekend, marking the significant milestone for America’s THC Seltzer™. The event, a hallmark of rich American motorsports tradition, provided the perfect backdrop for the brand launch; resonating deeply with LIC’s ethos of quality, community, and American values. Vending on Madison, Indiana's riverfront, and sponsoring the GP-71 (the former Steeler GP-777), Liberty In a Can™ made an impression to be remembered.  A Brand and Race Rooted in American Values

Founded on the principles of delivering the highest quality products at the fairest prices, Liberty In a Can™ embodies the spirit of American pride and innovation. The Madison Regatta, held in the heart of “Kentuckiana,” for nearly 75 years, is a celebration of rich American racing heritage, drawing crowds from across the nation- and teams from around the world. This year, it set the stage for unveiling Liberty In a Can’s unique offering for a zero-calorie, zero-sweetener THC-infused seltzer. The response from attendees was overwhelmingly positive, echoing the quality and passion put into every can.

Perfect Timing: Launching on the 4th of July

Launching Liberty In a Can™ over the 4th of July weekend was more than a scheduling decision; the patriotic enthusiasm and sense of unity that personify Independence Day exemplifies LIC’s mission of bringing people together. Madison Regatta Vendor Chair Melissa Wolf & Madison Regatta VP Kyle Bipes saw the vision for the brand launch coinciding with the storied Madison Regatta, and accordingly sprung into action to make it happen. Liberty In a Can™ wants to make special thank you to Madison Mayor Bob Courtney, who stopped by the tent to express his admiration. 

Unwavering Support from Fans and Racers

The support received at the Madison Regatta was nothing short of phenomenal. Fans flocked to our tent, eager to try the seltzer and learn more about what makes Liberty In a Can™ unique. Their enthusiastic feedback and the sight of spectators enjoying the product amidst the roar of hydroplanes reaffirmed our belief in the power of quality and American community.

The fan favorite Newport Motorsports GP-71 raced as, “Miss Liberty,” on the Ohio River this year, with renowned pilot Kent Henderson in the cockpit. Liberty In a Can™ connected with longtime team owner Huey Newport a few months prior to the start of the season to secure the sponsorship for the 2024 HRL / GPA Grand Prix Challenge. Fans were thrilled to see a new, exciting sponsor entering the sport- not to mention how wonderfully positive LIC’s products were embraced by the hydroplane community. 

In a post-race interview, fourth-generation hydroplane racer Andrew Tate gave a special shoutout to Liberty In a Can™. Tate declared, “The liberty was cold-” conveying the refreshing experience of the product through his known charisma and charm. Tate went on to pilot GP-71 “Miss Liberty” the following week at the Régates de Valleyfield.-

Staying a Part of Madison’s Community

The 2024 Madison Regatta is just the beginning of LIC’s journey with the Madison community. We are working to become a staple in local stores, ensuring that Liberty In a Can™ is available to the adult residents who welcomed us so warmly. By embedding the brand in the local market, we aim to contribute to the community’s economy and entertainment by offering a high-quality product for eligible consumers to enjoy.

Looking Ahead to Next Year’s Madison Regatta

We are already counting the days to next year’s Madison Regatta. The incredible experience and support Liberty In a Can™ received have inspired us to ensure LIC’s next time at the Regatta is even more memorable. We aim to deepen our connection with the town of Madison & the overarching hydroplane racing community- celebrating American values and excellence together once again.

As we look towards the future, we invite eligible consumers to live the moments with America’s THC Seltzer™, Liberty In a Can™; a salute to the American value of delivering the highest quality products at the fairest prices. Here’s to more victories, more celebrations, and more moments of liberty!