The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Sam Adams haunts drinkers from beyond the grave
A historic beer is summoning its namesake Founding Father in a unique way this Halloween.
Boston Beer’s Sam Adams is debuting an At-Home Séance Kit, designed for “beer lovers or ghosts with a dash of mischief,” which the brand said can help thrill-seekers conjure up the spirit of Samuel Adams.
The kits include a card instructing how the summoning ritual should be performed, a portrait of Adams, a vial of dirt from his hometown Boston, hops used to make the beer, two spooky pint glasses and a candle inspired by a can of Samuel Adams Octoberfest beer to supplement the séance, the brand said.
Available for a limited time on the brand’s website, the kits sell for $18.03, priced to match the year Sam Adams died.
“As frightful, mysterious, and even humor filled as it may seem, Samuel Adams’ presence is deeply rooted in our brand and we’re excited to help drinkers experience the season of beer in a new, frightful way,” said Lauren Price, the head of branding at Samuel Adams. “No matter how drinkers engage with Samuel Adams and the former founding father, we hope they enjoy a night of séance thrills and Octoberfest chills.”
The Halloween-themed activity aims to promote Sam Adams fall-themed beers, including its Octoberfest brew — which features malt flavors and a light sweetness — and its Beer Fest Variety Pack, including its Jack-O beer containing flavors like pumpkin, cinnamon and nutmeg.
While Sam Adams has been dead for centuries, the brewery named after him began in his hometown in 1984. It later evolved into the Boston Beer Company which also owns Truly Hard Seltzer, Twisted Tea and Angry Orchard cider.
— Chris Casey
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Courtesy of Tilray Brands
Shock Top rides the hard iced tea craze
Shock Top is launching a Hard Iced Tea offering as the beer brand expands its portfolio beyond its signature brews.
Shock Top LiiT Hard Iced Tea, which has a 9% alcohol content by volume, comes in Original, Peach Tea and Raspberry Tea flavors. It’s being sold in 19.2-ounce single cans and 12-ounce 12-pack variety packs starting early this month.
“LiiT is bold, refreshing, and stands out during fall releases,” Ryan Workman, brand director at Shock Top, said in a statement. “We’re making sure our fans have the perfect drink to extend their summers.”
The launch comes as Shock Top owner Tilray doubles down on its presence in alcohol.
The Canadian company has rapidly expanded into adult beverages as a lack of federal regulations and a glut of competition make it challenging to grow its core cannabis operations. Shock Top was one of the eight beer and beverage brands Tilray purchased from Anheuser-Busch in 2023.
While LiiT Hard Iced Tea will allow Shock Top to diversify its product offerings, the new alcoholic beverage joins a suddenly crowded category. Hard Iced Tea is dominated by Boston Beer’s Twisted Tea, but other brands also have a presence in the space, including Anheuser-Busch’s Hoop Tea, White Claw, Arizona and Smirnoff Ice.
— Christopher Doering
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Courtesy of C4 Energy
C4 chills out with frosty energy drinks
As the temperature cools down in the Western hemisphere, C4 Energy is back with new flavors themed after icy winter weather.
The brand’s new lineup, the Frost collection, features color-changing 16-ounce cans that transition from silver to blue when they are cold. The drinks are available in three flavors: Frost Bitten Citrus, Tropical Tundra Frost and Cherry Bomb Frost.
“The launch of Frost further confirms C4’s position as a trailblazer, not only with our innovative flavors and collaborations but also with our cutting-edge packaging. Our consumers are seeking healthier, performance-oriented beverages for active lifestyles and we’re thrilled to present our latest innovations to our retail partners,” said Kyle Thomas, C4’s chief commercial officer, in a statement.
C4 is owned by Nutrabolt, a wellness-focused company that sells protein powder and drinks that aim to supplement active lifestyles. The brand announced last month it is partnering with Hershey on a line of products flavored after the confectionery giant’s brands, including Reese’s and Bubble Yum, as well as Jolly Rancher energy drinks.
As energy drinks continue to grow in popularity as people seek higher caffeine to supplement their busy lives, consumers are increasingly looking for better-for-you alternatives, including zero sugar options like C4 and Celsius. The market for energy drinks is projected to be worth $33 billion by 2030, increasing at a compound annual growth rate of 8%, according to Research and Markets.
— Chris Casey
