CHICAGO -- MillerCoors will add a watermelon flavor to its Redd’s Wicked Ale lineup and bring back last year's limited-time strawberry kiwi this March.
Redd’s Wicked Watermelon's Feb. 1 debut doubled as the unveiling of redesigned packaging across the Redd’s Wicked brand, a change made to strengthen its visibility on shelves and in cooler doors, according to the brewer.
The 8% alcohol-by-volume (ABV) beer, which has a dark golden copper hue and distinct watermelon aroma, will be sold in 16-ounce and 24-ounce single-serve cans, as well as 12-packs of 10-ounce cans.
A month later, Redd’s will rerelease Wicked Strawberry Kiwi as part of its Limited Pick series. That beer, also clocking in at 8% ABV, was originally released in March 2017 and helped the brand surpass internal sales goals, said Frank Cirone, senior marketing manager for Redd’s, Redd’s Wicked and Crispin Hard Ciders.
The packaging redesign does away with the primarily black cans and apple imagery in favor of bigger splashes of color that better correspond with each Redd’s Wicked flavor, helping each stand distinctly on its own. The overhaul, Cirone said, “will strengthen visibility” and help drinkers “find us more accurately and easily.”