CHICAGO — 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.
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cider Company, an artisanal maker of a variety of hard apple and pear ciders. The company imports world-renowned beers such as Italy’s Peroni, the Czech Republic’s Pilsner Urquell, Canada’s Molson Canadian and the Netherlands’ Grolsch. MillerCoors also offers pioneering new brands such as Redd’s Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.