Redd's is introducing Redd's Wicked Apple, an 8 percent ABV extension of MillerCoors' apple ale brand, which, the company says, 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," says 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.