Twisted Tea Trades Its Yellow Can for Camo, and Realtree Gets a Merch Line Out of It

Twisted Tea is putting camouflage on cans for the first time in its history, pairing with outdoor lifestyle brand Realtree on a limited-edition fall collaboration that swaps the hard iced tea's trademark bright yellow for Realtree's APX camo pattern. The 24-ounce cans get the full camo treatment, while 12-packs and 18-packs carry the Team Realtree logo on the wrap, part of a rollout that also includes hoodies, hats, beanies, vests, backpacks, camp chairs, duck calls, and a talking fish wall decoration sold through Twisted Tea's online Tea Store.

The tie-up lands as Boston Beer, the company behind Twisted Tea, works through a rough stretch for the brand and recently installed a new chief marketing officer to help turn it around. A national "Tea Drop" campaign built around the collaboration will run across television, streaming, social media, and point-of-sale displays at bars, restaurants, and retail locations styled like hunting lodges, complete with fireplace scenes. "Our fans would rather be outside doing something than sitting around talking about it," Twisted Tea's Erica Taylor said in a statement, while Realtree's Tyler Jordan called the deal a chance to "bring Realtree to Twisted Tea fans in a totally new way."

The cans start rolling out nationwide now through the fall, while supplies last, giving Twisted Tea a limited-time reason to get talked about again heading into hunting season, its biggest seasonal moment outside of summer.

Source: Boston Beer Company (GlobeNewswire)

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →