How Summer Shandy changed everything for Leinenkugel’s: ‘This tastes like summer’
With the code name Project Riptide, Leinenkugel’s aimed to plug the summer-sized hole in its portfolio. But the end result did more than that. It created a new segment, redefined the summer seasonal in the beer industry and propelled Leinenkugel’s into the national spotlight.
Leinenkugel’s Summer Shandy – bursting with juicy lemon flavor and aroma, light in taste and ABV but complex, inviting and eminently satisfying – first hit shelves in the spring of 2007. Almost immediately, it changed how consumers viewed the 139-old Wisconsin brewery and kicked off a flavor renaissance that prioritized refreshment and occasion. Now, more than 15 years since drinkers first fell in love with Summer Shandy, the brand remains the top-selling shandy in North America. (Beer & Beyond)