Soul Squeeze Cellars partners with the Pistons

The Leelanau Ticker shares that Lake Leelanau’s Soul Squeeze Cellars has announced a deal to become an official wine partner of the Detroit Pistons:

Under the deal, there will be a Soul Squeeze-branded bar inside in the Pistons Performance Center in downtown Detroit, Soul Squeeze wines will be available for purchase during Pistons games at Little Caesars Arena, and Soul Squeeze will develop an official co-branded wine in collaboration with the Pistons organization. Fans will also have the chance to join an exclusive Pistons-Soul Squeeze wine club.

How does a small-town winery land a partnership with an NBA organization? According to Soul Squeeze Owner Luke Pickelman, it had a lot to do with being in the right place at the right time.

“Last summer, we were participating in the Detroit Food & Wine Festival at Huntington Place in downtown Detroit,” Pickelman tells the Leelanau Ticker. “Some members of the Pistons executive team just happened to be at that show, and we got to talking. They reached back out to us that following week and said, ‘We loved your products and we loved learning about your brand and what you stand for.’ They seemed really genuine in wanting to partner with us. They have this aggressive Michigan grassroots initiative, where they are really trying to source their food and alcohol from Michigan brands.”

You can learn more at the Ticker and if you’d like to join them in celebrating tomorrow (Saturday March 18), they will have wine deals, Piston gear giveaways, and a chance to enter to win Pistons tickets in their tasting room at 105 E. Philip Street in Lake Leelanau. Get the details on their Facebook page.