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.
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This story first appeared in the Feb. 22, 2021, issue of Adweek magazine. Click here to subscribe.
