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Weekly Sip is Food Dive’s column focusing on the latest news from the fast-changing and growing beverage sector. From the first product lines to major investments and controversial topics, this column aims to quench your thirst for development in the category.
Sam Adams torments drinkers from beyond the grave
A historic beer summons its founding fathers in a unique way this Halloween.
Boston Beer’s Sam Adams will debut an At-Home Séance Kit designed for “beer lovers or ghosts with a bit of mischief.” The brand said the kit could help thrill-seekers evoke the spirit of Samuel Adams.
The kit includes cards instructing how to perform the summoning ritual, a portrait of Adams, and an earthen jar from his hometown of Boston., Candles inspired by the hops used to make the beer, two spooky pint glasses and Samuel Adams Oktoberfest cans. Brand said he served beer to supplement the gathering.
The kit, available for a limited time on the brand’s website, retails for $18.03, coinciding with the year of Sam Adams’ death.
“It may seem scary, mysterious and full of humor, but Samuel Adams’ presence is deeply ingrained in our brand and we’re excited to help drinkers experience the beer season in a new and scary way,” said Lauren Price. “I think so,” he said. Head of Branding at Samuel Adams. “No matter how drinkers relate to Samuel Adams and former Founding Fathers, we hope they enjoy a night of necromancy thrills and October festival spookiness.”
The Halloween-themed activity aims to promote Sam Adams fall-themed beers, including the Octoberfest beer, which features a malty flavor and light sweetness, and the Beer Fest Variety Pack, which includes Jack-O beer with notes such as pumpkin, cinnamon and nutmeg. Let’s do it. .
Sam Adams may have been gone for centuries, but his namesake brewery started in his hometown in 1984. The brewery later evolved into the Boston Beer Company, which owns Truly Hard Seltzer, Twisted Tea, and Angry Orchard ciders.
— Chris Casey
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Provided by Tilray Brands
Shock Top is riding the hard iced tea craze.
Shock top released Offered as a beer brand, Hard Iced Tea expands the portfolio beyond signature beers.
shock top corporation Hard iced tea with an alcohol content of 9% is available in original, peach tea, and raspberry tea flavors. It will be available in 19.2-ounce single cans and 12-ounce 12-pack variety packs starting early this month.
“corporation “It’s bold, refreshing, and stands out among our fall releases,” Ryan Workman, Shock Top’s brand director, said in a statement. “We’re giving our fans the perfect drink to help them extend their summer.”
Release is available to Shock Top owners. Tilray The presence of alcohol is reduced by twofold.
The Canadian company expanded quickly into adult beverages as a lack of federal regulation and increased competition made it difficult to grow its core cannabis business. Shock Top was one of the following: 8 beer and beverage brands Tilray Purchased from Anheuser-Busch. In 2023.
LiiT Hard Iced Tea allows Shock Top to diversify its product line, but a new alcoholic beverage suddenly joins a crowded category. Hard Iced Tea is dominated by Boston Beer’s Twisted Tea, but other brands are also entering the space, including: Anheuser-Busch hoop tees, White Claw, Arizona and Smirnoff Ice.
— Christopher Doering
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Provided by C4 Energy
C4 relaxes with a cool energy drink.
As temperatures drop in the Western Hemisphere, C4 Energy is back with a new cold-weather themed flavor.
The brand’s new lineup, the Frost Collection, features color-changing 16-ounce cans that change from silver to blue as they cool. The drink is available in three flavors: Frost Bitten Citrus, Tropical Tundra Frost, and Cherry Bomb Frost.
“The launch of Frost further affirms C4’s position as a pioneer through innovative flavors and collaborations, as well as cutting-edge packaging. Our consumers are looking for healthier, performance-oriented beverages for their active lifestyles, and we are excited to introduce our latest innovations to our retail partners,” said Kyle Thomas, Chief Commercial Officer at C4. (Kyle Thomas) said in a statement.
C4 is owned by Nutrabolt, a wellness-focused company that sells protein powders and beverages aimed at supplementing active lifestyles. Last month, the brand announced it would partner with Hershey on a line of products featuring flavors from the confectionery giant, including Reese’s, Bubble Yum and Jolly Rancher energy drinks.
As energy drinks continue to grow in popularity as people look for higher caffeine levels to supplement their busy lives, consumers are increasingly looking for better alternatives, including sugar-free options like C4 and Celsius. According to Research and Markets, the energy drink market is expected to reach $33 billion by 2030, growing at a CAGR of 8%.
— Chris Casey
