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

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

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.