MillerCoors Redds Wicked Apple

MillerCoors' Redd's Wicked Apple

MillerCoors' Redd's Wicked Apple

Category - Beer, ale, 8% abv

Available - From this year

Location - US, nation-wide

Price - "In-line with above premium FMBs", available in 16oz and 24oz cans, as well as in 12-pack 10oz cans

Distribution - MillerCoors

MillerCoors has readied the release of another flavour in its Redd's ale range, via the Redd's Brewing Co division. Wicked Apple has been designed as an “alternative to drinkers during occasions that typically have been exclusive to spirits”, according to the company.

The extension will only be available in cans.

In SABMiller's fiscal first-quarter, Redd's was credited with driving a double-digit rise in sales for MillerCoors' “above-premium” portfolio.

Show the press release

Redd’s is introducing Redd’s Wicked Apple, the first refreshingly hard ale of its kind. At eight percent alcohol by volume, Redd’s Wicked Apple is a hard ale that amplifies Redd’s crisp apple flavor for an experience that starts strong and finishes smooth.

“Redd’s Wicked Apple was created to provide a refreshing alternative to drinkers during occasions that typically have been exclusive to spirits,” said David Kroll, MillerCoors vice president of insights and innovation.  “In the national marketing campaign, we will literally show Redd’s Wicked Apple smashing its competition and, in turn, positioning itself as the only choice that’s both refreshing and hard.”

In the new product’s packaging, Redd’s Apple Ale fans will recognize familiar Redd’s iconography but with a mischievous twist. Redd’s Wicked Apple’s logo will feature playfully “horned” apple leaves and an additional black color scheme. Redd’s Wicked Apple will be available exclusively in cans to maximize convenience.

The product will launch with a fully integrated “Refreshingly Hard” campaign, including TV, social, digital and experiential activations. Additionally, the brand will kick off a “Most Wicked Promoter” competition in September, in which the nation’s top promoters in Atlanta and New York City will battle it out to throw the most “wicked” party and give their city ultimate bragging rights.

Redd’s Wicked Apple is available in 12-pack 10-ounce cans as well as 16 and 24-ounce single cans.

Original source: Company Release