Dive Brief:
- Twisted Tea Hard Ice Tea on Sept. 28 launched a collaboration with outdoor lifestyle brand Realtree that spans packaging, a merch collection and a 360-degree marketing campaign, per a press release.
- Along with adding Realtree camo to cans, cases and co-branded merchandise, the Boston Beer Company brand will iterate on its “Tea Drop” campaign with an effort that spans TV, streaming, social, on-premise and retail.
- Twisted Tea will extend the effort with social content, creators and activations throughout the fall. The effort arrives as marketing executive Allison Stransky prepares to join Boston Beer as CMO.
Dive Insight:
Twisted Tea is getting ready for fall by launching a camo-covered collaboration with Realtree, the 40-year-old company that has partnered with consumer brands including Nike, Crocs and Crown Royal. The effort looks to tap into Twisted Tea drinkers’ interest in spending time outdoors and cultural trends that have turned camo into fashion.
“Our fans are the kind of people who would rather be outside doing something than sitting around talking about it, and Realtree is already part of that world,” Erica Taylor, senior brand director for Twisted Tea, said in a statement. “Bringing their iconic camo to Twisted Tea gave us a really fun way to show up for our drinkers this fall.”
Realtree camo patterns will appear on cans and cases across Twisted Tea’s portfolio as well as on hoodies, hats, beanies, T-shirts, vests, backpacks, chairs, duck calls and even a wall-mounted talking fish that are available via the beverage brand’s website while supplies last. Co-branded merch collections have been a marketing tactic for years but seem to be back in vogue, like the recent Dunkin’ partnership with L.L. Bean.
Twisted Tea is iterating on its long-running, college football-focused “Tea Drop” campaign with a spot that unites hot air balloons, motocross stunts, a rock concert, a monster truck and more amped-up imagery. The campaign will be extended through outdoor-themed retail displays and a creator and social content push.
The brand has utilized similarly flashy ideas in recent marketing, including by offering to help consumers pay for their divorce and giving them a chance to fly in a fighter jet. The buzz-seeking efforts come as Twisted Tea — despite havinghave over 85% share of the malt-based hard tea market — faces category headwinds, executives said on a recent call to discuss Q2 2026 earnings.
Allison Stransky is set to join Boston Beer as CMO on Oct. 12, where she will lead functions including brand management, digital and social media, experiential marketing and connected commerce.
