Beer, Spirits & Cannabis

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
By Kathryn Lundstrom

February 22, 2021

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.

Kathryn Lundstrom

Kathryn Lundstrom is Adweek's senior news reporter based in Austin.

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