Boston Beer Company

Twisted Tea ’ s Sr . Brand Director , Erica Taylor , says the following three key factors have contributed to the growth of the brand throughout the years : Driving broad national brand awareness to invite more people to the Twisted Tea party than ever before . With elements like the Tea Drop ad campaign , now in its third year , they ’ re able to drive significant national awareness all year long with media support across linear , digital and social , OOH and nearly everywhere to ensure everyone across the country “ knows Twisted Tea as the fun-loving brand that makes damn delicious hard tea ” Focusing on physical availability to make sure Twisted Tea is available wherever drinkers are , from c-store to grocery , bars and restaurants to golf courses , and everywhere in between , the team is supporting all classes of trade to ensure big blocks of Twisted Tea yellow are easy to spot for drinkers everywhere . Developing innovation that welcomes a new drinker into the brand or expands into a new occasion . In addition to supporting the core flavors with pack innovation , the team is also seeing big incremental growth with Twisted Tea Light , testing a new 8 % ABV lineup with Twisted Tea Extreme for those higher-ABV occasions , increasing their Hispanic households through strategic flavor innovation with Twisted Tea Mangonada and more .

“ Twisted Tea is the best-tasting , easiest-drinking hard tea out there , which we know continues to drive folks to the brand ,” Taylor says . “ And while Original continues to be our most popular flavor , our Party Packs featuring a variety of flavors ( our Game Day Party Pack for college football is rolling out now ) is the perfect option for sharing with friends at a tailgate or really anywhere . Twisted Tea Light has also brought more folks into the brand for its same great taste as Original , just lighter on the calories , sugar and alcohol .”

Twisted Tea also has a few key marketing tactics that have helped the brand stay at the top in recent years . Taylor says their Tea Drop ad campaign continues to work hard for the brand . For the past three years , they ’ ve done “ Tea Drops ” at the beach , college football stadiums and on the top of a mountain in the middle of winter , among others .

“ And our favorite part ? Each spot features real Twisted Tea superfans we cast directly from our social channels ,” Taylor explains . “ Flown out from across the country to be surprised with their very own Tea Drop ( that includes larger-than-life elements specific to each occasion and always unveils a whole lotta tea and fun inside a big yellow crate ), this campaign continues to rally around all of the brand ’ s favorite things : fans , fun and drinking Twisted Tea under the sun !”

The brand ’ s social channels have also been a positive extension of their personality . When they show up on social , they want to show up like a friend with a lot of relatable memes , photos of different fans and plenty of Twisted Tea . The brand is backed by a passionate community , so their social channels are an ideal way to keep up with customers and chat with different drinkers .

“ We also feature real fans on every bottle and can of Twisted Tea ,” Taylor says . “ Since 2007 , we ’ ve featured our real fans on our back labels and it ’ s become a core part of everything we do . We receive more than 1,000 photos each month of fans vying for the spot , with most photos featuring the essential Twisted Tea occasion : outdoor , day drinking and having fun .”

Now that the start of college and football season are around the corner , the Twisted Tea team is ready for the passion and community of fans that come with them .

“ Going all in on fandom and fun , Twisted Tea is sure to get the good times going all season long through a brand-new Tea Drop spot ( now our third Tea Drop for football ), national media presence all season long ( anywhere and everywhere ), our Game Day Party Pack , school IP partnerships and so much more ,” Taylor says . “ When you think college football , our goal is you think Twisted Tea .”

BEER GROWTH BRANDS HALL OF FAME

2023 INDUCTEES : Sam Adams Boston Lager , Twisted Tea

HALL OF FAMERS : Blue Moon Bud Light Coors Light Corona Extra Corona Light Dos Equis Fat Tire Amber Ale

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12 Beverage Wholesaler • Fall 2023