Mind Haze Rage is hitting stores in a new “Rad Pack” variety 12-pack featuring the three lemonade flavors. Mind Haze Lemonade Rage will also land in the single 19.2-ounce can format this spring.
Mind Haze Rage is brewed to reach flavor-seeking drinkers across the adult beverage categories and bring them into beer. A recent BA Harris Poll showed that 60% of 21-34 year old non-craft drinkers list “I don’t like the flavor” as a reason they don’t drink more craft beer.* Firestone Walker is committed to changing that. Instead of developing an RTD or FMB, the brewery challenged itself to meet the needs of these drinkers through beer.
“Mind Haze Rage is an evolution of an age-old style, the radler. Part beer. Part lemonade. But this time cranked up to 8%,” said Brewmaster Matt Brynildson. “As brewers, we’re curious tinkerers, committed to exploring where beer can go next. Mind Haze Rage is our latest result of this pursuit and we’re thrilled to share it with the world.”
Firestone Walker will support the launch of Mind Haze Rage with a wild and irreverent campaign inspired by ads of the early 90s, complete with vibrant neon colors. This latest ad can be seen on Firestone Walker's website. The campaign, which launches today, will also feature support across TV, out-of-home, digital and trade tools, as well as experiential efforts that will drive sampling.
“Mind Haze Rage is a powerful extension for the Mind Haze brand family, bringing drinkers seeking flavor into the beer aisle with a proven premium brand,” said CMO Dustin Hinz. “This is definitely not your grandma’s hard lemonade. Mind Haze Rage is intentionally disruptive, fun and crafted to stand out.”
Firestone Walker’s Mind Haze trip began with the launch of Mind Haze Hazy IPA back in 2019, expanding in 2024 with Mind Haze Brain Melter and Mind Haze Cosmic Crusher. The brand has been on an upswing since launching the two variants last year, with sales up 8.6% in 2024. Now, with Mind Haze Rage, the Mind Haze universe is expanding beyond style and into a state of mind.
“Providing flavor seekers with high ABV isn't a new idea for beer–but packaging it into an 8% radler is,” said Tony Amaral, Chief Sales Officer. “The response from our retail and wholesale partners has been energizing. There’s real enthusiasm for the brand, and in typical Firestone form, the juice speaks for itself.”
Mind Haze Rage is proudly brewed in Paso Robles, California at Firestone Walker’s legendary brewery, where sustainability is at their core. Located on site is a 10-acre solar array, water treatment facility, and CO2 recapture system, amongst other endeavors.
About Firestone Walker Brewing Company
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker is a family-led second-generation brewery based on California’s Central Coast. Helmed by Nick Firestone, and decorated Brewmaster Matt Brynildson, Firestone Walker's main brewery in Paso Robles produces a diverse portfolio of award-winning beers, including 805, California's #1 craft beer brand established in 2012; Mind Haze, a top 5 national hazy IPA; and Cali Squeeze, one of the nation's fastest-growing beer brands. The Firestone brand family also includes iconic beers such as DBA, Union Jack, and Pivo Pils, as well as the storied Vintage Series of barrel-aged strong ales led by Parabola. As a California beer company, Firestone Walker also has two additional locations: the Barrelworks wild ale cellar in Santa Barbara County and the Propagator R&D brewhouse in Venice. Firestone Walker was recently named “Best American Brewery of the Decade” by Paste Magazine. More at 805beer.com and FirestoneWalker.com
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