Wicked Weed Brewing joins Anheuser-Busch’s The High End unit
NEW YORK and ASHEVILLE, N.C. — Craft brewery Wicked Weed Brewing on Thursday announced that it would be joining Anheuser-Busch’s business unit focused on craft and import brands, The High End. Since the brewery opened in 2012, it has created more than 500 different beers, from Belgian ales to west-coast IPAs and sours.
“This is an exciting time for the entire brewing team,” co-founder Walt Dickinson said. “Our ability to create a wide range of really well-executed beers that are focused on creativity, quality and drinkability is what makes Wicked Weed great. We have chosen to partner with The High End to position ourselves to make Wicked Weed what we imagined it could be when we first sat at a craft beer bar and talked about opening a brewery. As a brewer, giving our team more resources to continue innovating our portfolio and the ability to reach more craft drinkers, allows us to keep putting the beer and the people first.”
Wicked Weed joins such other The High Ends brands as Stella Artois, Shock Top, Goose Island, Blue Point, Spiked Seltzer and Breckenridge Brewery, among others. The division was created to provide the brands it encompasses with autonomy and support for growth, the company said.
“We are excited to welcome … the entire Wicked Weed team into our High End family,” the High End president Felipe Szpigel said. “It's clear to me Wicked Weed is redefining what sophistication in beer can mean, with their amazing offerings being relevant in a wide variety of occasions. Their ability to brew the highest quality beers, in a variety of styles, along with their exciting barrel program, leads me to be optimistic about what our futures hold together.”
PepsiCo launches Lemon Lemon sparkling lemonade
PURCHASE, N.Y. — PepsiCo is prepping for summer with the launch of its sparkling lemonade Lemon Lemon. The beverage contains a mix of lemon juice, bubbles and a touch of sweetness, the company said. It comes in Original, blackberry and peach flavors in 12-oz. cans that contain 70 calories.
As part of the Lemon Lemon global launch, the company is creating a series of picnics in Toronto, Paris and New York, which will feature live music, food, refreshments and Lemon Lemon. In New York, the brand will host a floating picnic on the Hornblower Infinity yacht featuring a performance by singer/songwriter Calum Scott.
“Lemon Lemon is the perfect refreshment when you're looking to escape from the day-to-day grind,” PepsiCo marketing director Rosemarie Iannucci said. "We are excited to kick-off summer with a Lemon Lemon floating picnic, encouraging New Yorkers to relax, recharge and reconnect with those around you.”
Lemon Lemon is currently available in the United States, Canada and Western Europe. The U.S. launch is being supported by digital, mobile and radio campaigns, the company said.
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