The Wawa x Cape May Brewing Co. Shore Tea is Refreshingly Crafted
Michael Hemsworth — July 20, 2022 — Marketing
The Wawa x Cape May Brewing Co. Shore Tea is a collaboration refreshment arriving exclusively at select Wawa beer store locations for consumers to pick up this summer.
The refreshment is crafted with a blend of Wawa's signature Peach Iced Tea and alcohol from the Cape May Brewing Co. for a sweet yet balanced flavor experience. The hard tea is crafted with a naturally gluten-free recipe, has no peach juice in the mix and maintains a 4.5% ABV.
Direct of Brewing Operations at Cape May Brewing Co. James Fox explained the new Wawa x Cape May Brewing Co. Shore Tea further saying, "We approached the process of making this tea similar to how we make our seltzers. We kept it simple, just like if you were going to make tea at home. Fortunately, we were able to use the same ingredients that Wawa uses in their peach tea."
The refreshment is crafted with a blend of Wawa's signature Peach Iced Tea and alcohol from the Cape May Brewing Co. for a sweet yet balanced flavor experience. The hard tea is crafted with a naturally gluten-free recipe, has no peach juice in the mix and maintains a 4.5% ABV.
Direct of Brewing Operations at Cape May Brewing Co. James Fox explained the new Wawa x Cape May Brewing Co. Shore Tea further saying, "We approached the process of making this tea similar to how we make our seltzers. We kept it simple, just like if you were going to make tea at home. Fortunately, we were able to use the same ingredients that Wawa uses in their peach tea."
Trend Themes
1. Crafted Hard Teas - The rise of crafted hard teas is disrupting the alcoholic beverage industry, providing an opportunity for beverage companies to expand their portfolio with new flavor combinations.
2. Collaborative Beverages - Collaborative beverages offer disruptive innovation opportunities for brands to expand their reach and offer unique experiences to consumers by combining their expertise and products.
3. Naturally Gluten-free Recipes - The increasing demand for naturally gluten-free recipes in alcoholic beverages is an opportunity for beverage companies to cater to the growing health-conscious segment of consumers.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can leverage the rise of crafted hard teas to offer innovative options to consumers and stay competitive in the market.
2. Collaborative Retailing - Collaborative retailing can disrupt the traditional supply chain and allow smaller brands to reach a wider audience by partnering with larger retailers like Wawa.
3. Health and Wellness - The health and wellness industry can expand its offerings by collaborating with beverage companies to provide naturally gluten-free alcoholic beverages for health-conscious consumers.
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