Twisted Tea is rolling out its first-ever high-ABV offering. Boston Beer's launching a regional test early next month of 8% ABV Twisted Tea Extreme in 2 flavors, Lemon and Blue Razz, both sold in single serves only. Boston Beer will seed the line extension in "highly developed" Twisted Tea mkts - including MT, NY, OH, PA and VT - with goal to get statewide distribution in each, a spokesperson shared with INSIGHTS. Extreme will be sold in 24oz cans with 16oz available in NY.

Boston Beer's Truly is lookin' to lighten the load of gravity with its latest summer sweepstakes. It's offering 5 fans and their guests the chance to win a reservation aboard the "first-ever weightless drinking pop-up experience," co announced, featuring a branded bar aboard a chartered flight operated by "world leader in zero gravity flights" Zero-G. Flight will leave Aug 28 from Long Beach, CA, and sweepstakes includes 2 nights of lodging, $500 spending cash plus a post-flight reception at Truly's LA outpost.

The avg price of a 16oz draft beer increased the most on a qtr-to-qtr basis in Q2 since a full yr ago, according to Untappd data analyzing nearly 20K independent locations. Avg price per pint increased nearly 9 cents over the latest qtr, now up 3.6% vs Q2 yr ago. And despite plenty of promo activity for Bud Light, the brand's avg draft price continues to increase "in-line or above that of its Big 3 light lager peers."

State battles over spirits-based RTDs may bring brewers of all sizes together, but big brewer and small brewer views couldn't be much more different when it comes to TTB's current review of fed trade practice regs. Recall, the agency sought input on 3 broad and 16 specific topics linked to a potential update to a wide array of rules governing industry conduct. "We do not believe changes to the regulations are necessary," Beer Inst prexy/ceo Brian Crawford wrote repeatedly in comments submitted over the weekend, broadly questioning "the appropriateness of a rewrite," TTB's authority and even the legality of certain possible updates. On the other hand, Brewers Assn's genl counsel Marc Sorini offered 23 pgs of suggestions for ways the fed rules could be more detailed, restrictive and enforceable.

Molson Coors found an experienced beer marketing vet from a sizable competitor to fill the Miller family mktg veep role made vacant when Sofia Colucci was promoted to cmo as Michelle St Jacques moved up to cco of Americas region earlier this yr (see Feb 28 issue). In comes Ann Legan, former Constellation exec who headed mktg for Modelo brand fam from 2014 thru most of 2018 and Corona family until leaving the company Nov 2021 (see Vol 23, No 231). She'll begin role with MC starting July 17.

Alani Nu marketer Congo Brands may or may not be on the outs with brand's influencer-founder Katy Hearn, but it's just recruited high-powered new partner for brand. Louisville-based Congo said brand has undertaken collab with celeb entrepreneur Kim Kardashian dubbed Alani by Kim K that offers a limited-edition twist on Strawberry Lemonade flavor called Kimade. Pink-can entry launches next Mon exclusively as a DTC item priced in line with other flavors at $29.99 per 12-pk. That's flavor combo that's proved popular among lifestyle energy plays popular with females, notably Celsius. Push into bricks & mortar commences later this summer among partners like Walmart, Target, Kroger, GNC, Vitamin Shoppe and several overseas banners. Announcement contained statement from Hearn lauding Kardashian as "such an amazing female powerhouse and entrepreneur," but Hearn's broader activity on behalf of brand has subsided significantly in recent years amid reports that, disillusioned with financial aspects of her Congo deal, she wants her partners to buy her out. Given retail scans approaching $400 mil annual run rate, that's a steep ask and it's not clear where that discussion stands. Congo Brands execs haven't commented on matter, or even acknowledged there's an issue, since rumors surfaced a coupla years back. Last summer, Alani initiated first paid media and established field team as it installed other marketing disciplines beyond fitness influencer Hearn's sheer social media reach as brand showed signs of broad appeal (BBI, Aug 18). Kim K effort would seem to be another step in that direction as Alani gravitates to broader lifestyle positioning.

It's not just energy and hard seltzer segments where gov't figures seem anxious to allay potential confusion over adult-oriented products that are sold in guises with kiddy appeal. Last week, Food & Drug Administration and Federal Trade Commission issued warning letters to 6 companies alleging they're illegally selling copycat food items containing Delta-8 variant of THC. "These products can easily be mistaken for traditional foods like chips, cookies, candy, gummies or other snack food items," FDA stated. "Concerned that these products can be accidentally ingested by consumers, including children, or taken in higher doses than intended." Added FDA's principal deputy commissioner, Janet Woodcock, "The products we are warning against intentionally mimicking well-known snack food brands by using similar brand names, logos or pictures on packaging that consumers, especially children, may confuse with traditional snack foods."Recipients of the letters operate under names like Delta Munchies, Dr Smoke and North Carolina Hemp Exchange and offer products with names like Sour Worms, Medicated Jolly Rancher Gummies Sour and Delta 8 THC Hot Cheetos. A few are bevs, including Delta-8 THC Lemonade 500mg from Nikte's Wholesale that is "labeled with a Nutrition Facts panel which are more likely to be confused for a genuine beverage or drink product," per the letter.