The Boston Beer Co is leveraging Twisted Tea’s longstanding ‘photo on a can’ competition in the US for the alcoholic iced tea’s debut non-fungible token (NFT).
The brand owner, which last week posted a slight rise in second-quarter sales, will gift the NFT to the consumer next chosen to feature on Twisted Tea’s back label. The latest round of the competition, which dates back to 2007, opens today (25 July) with the winner selected at the end of this week.
The NFT will be available to sell on, on pre-set dates in November and February.
Twisted Tea has an ABV of 5%.
In last week’s results announcement, Boston Beer came in just over 2% up in the three months to the end of June, although the showing was stymied by a tough first quarter of 2022. Subsequently, half-year sales for the company, which also owns the Truly hard seltzer brand, declined by approaching 9% year-on-year.
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