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Craft Brewing and Distilling News for August 13, 2019

August 13, 2019

•Boston Beer has unveiled a new national campaign behind its Truly hard seltzer brand starring actor Keegan-Michael Key. Created by advertising agency Johannes Leonardo, the campaign includes five 15-second spots that will run across cable, online video, and social channels. The spots highlight Truly’s profile as a 5% abv alternative to beer, wine, and spirits, with 100 calories and 1 gram of sugar per serving. The new push—the first major campaign from new Boston Beer CMO Lesya Lysyj, who joined the company this spring—comes as hard seltzer continues to surge in the market, overtaking the IPA segment in IRI channels in the year-to-date through July 7.

•Bear Republic Brewing Co, has launched #58 Uber Dank IPA, the fourth release in its Challenge Series. The 7% abv ale is brewed with Simcoe, Ella, Vic Secret, Sabro, and Columbus hops, and fermented with Bear Republic’s house yeast. The brew is now available in 4-packs of 16-ounce cans in limited quantities at Bear Republic’s brewpubs and in select retailers. Cloverdale, California-based Bear Republic is the 49th-largest craft brewer in the U.S., according to the Brewers Association.

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