Shock Top Rebrand Seeks to Recharge a Craft OG

Dear Client:  About a year and a half since Tilray purchased much of A-B’s craft portfolio, the company is executing a holistic rebrand of what Tilray considers its crown jewel: Shock Top. "Shock Top is a strategically important part of our portfolio,” Prinz Pinakatt, Tilray Beverage North America’s Chief Growth Officer, told CBD. It's one of their top three brands, volumetrically (besides SweetWater and 10 Barrel), and “was a key component” of the giant A-B acquisition they made in fall