Multi-year partnership brings Big John’s “All Heart” to retail, college football markets and social media beginning this fall
ORANGE COUNTY, Calif. — Happy Dad Hard Seltzer & Lemonade has announced a multi-year partnership with Big John Golfs and the launch of “All Heart. All Happy Dad.,” a new retail and social platform supporting Happy Dad’s national fall pre-gaming campaign.
Big John has generated more than 460 million Instagram views in the past 90 days with relatable day-in-the-life content spanning golf, running, friends and family. His reach extends far beyond golf, connecting Happy Dad directly with new legal-drinking-age consumers.
The relationship started before any deal was discussed. Big John was already drinking Happy Dad before meeting the team. Happy Dad President John Shahidi believed in Big John early and saw a long-term opportunity to build together. Known for saying “All Heart,” Big John and Happy Dad later developed “All Heart. All Happy Dad.” together.
“We believe Big John represents where the next generation of drinking culture is going,” said Sam Shahidi, CEO and Co-Founder of Happy Dad. “People follow him because they feel like they know him. He already loved Happy Dad, his audience fits our consumer, and together we have an opportunity to turn that relationship into something much bigger across social media, retail and real-world experiences.”
The partnership launches this fall across college football markets with social content, on-premise events and a YouTube series featuring Big John golfing against LDA college students.
Happy Dad enters the partnership as the #4 Hard Seltzer in the U.S. and continues to grow share in the category.* At retail, Happy Dad will support “All Heart. All Happy Dad.” with geo-targeted media around participating accounts, Big John displays, social content, limited drops and sweepstakes designed to turn his audience reach into store traffic, trial and velocity.
The campaign begins with college football and extends into a major Spring Break activation for LDA consumers. “All Heart. All Happy Dad.” will expand nationwide in 2027 as part of the broader multi-year partnership.
“I was drinking Happy Dad before we ever partnered, so joining the family felt natural,” said Big John Golfs. “I’m excited to bring Happy Dad into golf, college fans, retail, social media and events. ‘All Heart. All Happy Dad.’ is about giving everything you’ve got, having fun and bringing people with you.”
ABOUT HAPPY DAD
Founded in 2021 by brothers Sam Shahidi and John Shahidi, Happy Dad is an Orange County, California-based beverage alcohol company behind Happy Dad Hard Seltzer, Lemonade & Tea. Happy Dad has built its growth around a social-first marketing model, reaching more than 1 million followers across social media and connecting social content, entertainment, sports and live experiences directly to retail. Happy Dad is currently ranked the #4 Hard Seltzer in the U.S. and continues to grow share in the category.* Learn more at www.happydad.com.
*Source: Nielsen, L52W ending 8/16/2026.
ABOUT BIG JOHN GOLFS
Big John Golfs is a Michigan-raised, Palm Beach-based scratch golfer and creator known for his relatable day-in-the-life content spanning golf, family, drinking, running, working out and balancing an active lifestyle. Instagram: @bigjohngolfs
