Looking at When ‘Sessionability’ Crosses the Line in Alcohol Advertising

Brands are slapping the term on everything from hard seltzers to IPAs to cocktails

The Brewers Association defines a session beer as under 5% ABV. Anheuser-Busch, Michelob Ultra, Smirnoff, Truly

As hard seltzers balloon in popularity, brands have co-opted a term once reserved for a specific style of craft beer: sessionability.

This story first appeared in the Feb. 22, 2021, issue of Adweek magazine. Click here to subscribe.
@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.