COLUMBIA, SC – Hundreds of thousands of concertgoers in Milwaukee this summer will have the chance to taste their favorite cocktails in ice cream form. PROOF Hard Ice Cream announced it partnered with Summerfest 2024 to sell its 5% alcohol by volume desserts.

The premium ice cream maker said the multi-day, multi-weekend music festival represented a “prime opportunity” for its brand to connect with Summerfest attendees.

PROOF shared that it will sell four of its flavors – Sweet Caramel Old Fashioned, Tropical Piña Colada, Strawberry Daiquiri Spritz and Chocolate Espresso Martini – from two customized bicycle carts at the festival, so it can mobilize its freezers and “bring the scoop to the masses.”

The company, which produces its ice cream in small batches, said it will sell its new 100 ml self-serve containers at the event, slated for June 20-22, June 27-29 and July 4-6 at Milwaukee’s American Family Insurance Amphitheater.

The Summerfest sales, PROOF noted, are possible through the ice cream maker’s Wisconsin distribution partner, M Shiraz LLC.

PROOF’s ice cream products, which also include Chocolate Cherry Manhattan and New York Cheesecake Martini, are currently available to adults in California, Florida, Illinois, North Carolina, Missouri, South Carolina, Tennessee and Wisconsin, with plans for further distribution. It also will begin selling products online this summer.

Retailers that carry PROOF products sell various flavors in pints. The company said Sweet Caramel Old Fashioned is its most popular flavor.