Twisted Tea continues to perform strongly in the flavored malt beverage category. What do you think is driving that momentum right now?
Twisted Tea brings energy and excitement to the category. The bright yellow packaging continues to stand out and drive value, especially when featured on display. Combined with incremental out-of-home and social digital support, the brand keeps strong consumer awareness and engagement.
How does EXTREME fit into the overall Twisted Tea lineup, and what opportunity does it create for retailers?
Twisted Tea EXTREME targets consumers looking for high ABV beverages, and the expansion of the 12 oz. Variety Pack gives shoppers a larger pack size option for their EXTREME occasions. It’s a strong way for retailers to capture trade-up opportunities within the brand.
What advice would you give both on- and off-premise retailers looking to drive hard tea sales this season?
Be confident in the Twisted Tea brand. It continues to grow year after year with strong support from Boston Beer and the Origlio team. With a style and flavor for every type of drinker, consistent visibility and strong execution help drive awareness and sales across both on- and off-premise accounts.