Audacy Greenville and Steel Hands Brewing Announce New Rise Guys P1 Lager Beer Brand

GREENVILLE, SC – January 20, 2023 – Audacy announces The Rise Guys’ new craft beer launch in partnership with Steel Hands Brewing out of Cayce, SC. The Rise Guys P1 Lager is inspired by the wildly popular and irreverent rocking personalities of the top-rated “Rise Guys” morning show on 93.3 Planet Rocks (WTPT-FM), broadcasting from Greenville, SC.

Rise Guys P1 Lager is an easy-drinking lager brewed with German Lager yeast with the finest Pilsner malt mixed with German Vienna and Munich malts, providing a bright, crisp and refreshing finish. Rise Guys P1 Lager is distributed in the Upstate by KW Beverage and Budweiser of Spartanburg.

“’The Rise Guys’ have a huge and loyal audience, are irreverent and entertaining, and deliver consistently high ratings,” said Steve Sinicropi, Senior Vice President and Market Manager, Audacy South Carolina. “We wanted a fantastic beer at the level of the show, and we found it with The Rise Guys P1 Lager from the talented brewers at Steel Hands Brewing. ‘The Rise Guys,’ great beer and the excellent distribution partners are a great combination.”

“We were honored and thrilled when approached by Audacy to brew a beer dedicated to the Rise Guys’ most loyal P1 listeners,” said Will Hofmann, Director Sales & National Accounts, Steel Hands Brewing. “In collaboration with Mattman and Nine, we developed a 4.5% ABV easy-drinking craft lager with a crisp, clean refreshing taste. Rise Guys P1 Lager is brewed for fans by fans!”

“This is simple. We have an incredible, loyal fan base and our ratings are at an all-time high. Steel Hands is a first class operation and Budweiser, well, they’re the king,” said Mattman, host, ‘The Rise Guys’ Morning Show. “This is a collaboration of epic proportions especially considering Spinx is now involved, too. But aside from all of that, the beer is so good, really crisp, clean and refreshing!”

Launched on January 15, 2003, “The Rise Guys” morning show is an award-winning, top-rated show on 93.3 Planet Rocks (WTPT-FM) in Greenville, SC, Bayou 95.7 (WRXR-FM) in New Orleans, LA, Rock 105 in Chattanooga, TN (WKBU-FM), and heard nationwide on the Audacy app and website. The show features Mattman and Nine and their co-hosts, Fat Boy and Paige. This year, the show celebrates 20 years and is the top-rated station among listeners M25-54, according to Nielsen’s most recent December 2022 rankings. “The Rise Guys” have previously received recognition as “National Medium Market Personality of the Year” Marconi finalists by the National Association of Broadcasters.

For more information about the launch and product availability, please click here.

About Audacy

Audacy, Inc. is a leading multi-platform audio content and entertainment company that connects with 200 million consumers. Powered by its exclusive, premium audio content that includes unrivaled leadership positions in news and sports radio, Audacy operates one of the country’s two scaled radio broadcasting groups, a rapidly growing direct-to-consumer digital audio platform, multiple audio networks, a major event business and a leading, award-winning podcast studio Learn more at, Facebook (Audacy Corp), X (@AudacyCorp), LinkedIn (@Audacy-Inc), Instagram (@lifeataudacy) and Threads (@AudacyCorp).

Ready to Make Audio Work for Your Brand?