Despite dominating the hard iced tea category, Twisted Tea wanted to increase their lead in the broader RTD category, and in the face of the sea of trendy, better-for-you hard seltzers who take themselves too seriously. To grow share and reach a younger, more diverse drinker, we put a twist on the better-for-you space. Leaning into Twisted Tea’s unpretentious and irreverent personality, we positioned the brand as being good for the social soul, highlighting how living well is about enjoying ourselves, instead of calories this, sugar that. A refreshing antidote to the grind of relentless hustle culture that chipped away our levity and well-being.
