Diego's newly launched Jeremiah Weed Spiked Iced Tea is a malt-based beverage that comes in three fruity flavors—lemon, peach and raspberry.
The ready-to-drink beverage comes in cans that allude to the product as more of an alcohol-based product than a traditional iced tea. Part of the decision to make the Spiced Iced Tea malt-based versus spirit-based was the opportunity to market the product in beer stores. The hybrid of beer, familiar fruit flavors and iced tea gives this product the potential to succeed with consumers who favor at least one or two of these beverage types.
In order to appeal to a young Millennial demographic, the brand is launching the 'Sip on That' campaign on social, prompting consumers to give "refreshing" answers to quirky questions like "If you have X-ray vision, what would happen when you close your eyes?"