Breaking category conventions to drive growth.
- Challenge
- Twisted Tea was losing market share as brands flooded the ready-to-drink and health-conscious hard seltzer space. Competitors all leaned on similar lifestyle messaging, focused on a relentless pursuit of self-improvement.
- Idea
- Rather than follow the category, we positioned Twisted Tea as a brand devoted to enjoying life: genuine fun over fleeting trends or an inauthentic lifestyle. A charismatic new character and a refreshed tagline, "Fancy A Twist?", invite people to embrace spontaneity and find joy that nourishes the soul.





















