Wiseacre Brewing launches line of canned ready-to-drink cocktails
Wiseacre Brewing Company is now in the cocktails business. This Memphis brewery is launching a new line of canned beer-free cocktails called “The Set Up”.
These ready-to-drink cocktails come in three flavors: Gin and Soda with Lime, HiBall Whiskey Soda with Lemon, and Vodka Soda with Grapefruit and Pineapple.
While the name alludes to nature ready to drink canned cocktails, Memphians will recognize it as a reference to the gear that popular and beloved Memphis dive bars require you to purchase if you bring your own booze.
“It was unique circumstances that brought us here,” said Kellan Bartosch, co-founder of Wiseacre. “We got a distiller’s license years ago so we could legally produce high-density beer in Tennessee before some laws were changed. It is very difficult to get a distiller’s license, but at the time we thought it was essential to be able to make true-to-style Belgian Triples, Barrel Aged Imperial Stouts and other beers for which ABV is essential. We kept this license which now allows us to make beers at over 10%, but it also opened the door to this opportunity. “
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Kellan said they still plan to use their facility on Broad Avenue more for new projects once the new downtown facility opens. “COVID has delayed this a bit, but we’re really excited to launch this, which will be one of the region’s first canned craft cocktails,” he said.
Wiseacre worked with Memphis design firm Loaded for Bear on the packaging design.
“They took a benchmark in the amazing dive bars, juke joints and social clubs that Memphis is known for, and we’re thrilled with the result,” Kellan said.
Wiseacre co-founder and master brewer Davin Bartosch added: “This is a totally different project for us, but one that generates a lot of excitement. The hard seltzer world came out of nowhere a few years ago and has continued to grow. “
Davin said seltzers try to create flavors for cocktails and alcoholic beverages, but because they derive alcohol from the ingredients and brewing techniques of beer, it can leave residual flavors and aromas from fermentation. yeast.
“By using real distilled liquor, we are able to create a smoother, crispier cocktail that really lets the fruit flavor and the base alcohol shine through,” he said.
Shannon Allen will lead the project. “It’s more than exciting as a company to have this new offering for people to soak up and have fun. Cocktails have a fun story,” Allen said. “We’re going to share some of that story with our first three flavors, and we’ll continue to tell the story with more styles and flavors down the road.”
All three canned cocktails from The Set Up will be 5% ABV with 99 calories, 0 carbs and 0 sugar. They are gluten-free, but the official designation as such is still pending third-party testing. The configuration will be available in four packs of 12-ounce cans.
Starting August 6, The Set Up canned cocktails will be available at the Broad Avenue sales floor of the brewery where they are produced; they will not be available in the new downtown Memphis location.
Set Up’s distribution footprint will begin with Memphis only, and will soon expand north of the Mississippi. The line is expected to be available at Memphis retail stores within the month.
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Wiseacre Brewing Company opened in Memphis in 2013 after Memphis brothers and natives Davin and Kellan Bartosch gained experience working in the brewing industry across the country. Since then, Wiseacre has grown to have two breweries and valve rooms, over 60 employees, and distribution in 15 states. He has made over 170 beers.
Wiseacre beer is currently sold in Alabama, Arkansas, Colorado, Florida, Georgia, Illinois, Kentucky, Louisiana, Mississippi, New Jersey, North Carolina, Pennsylvania, South Carolina, Washington, DC, and Tennessee.
Jennifer Chandler is the Food & Dining reporter at The Commercial Appeal. She can be reached at [email protected] and you can follow her on Twitter and Instagram at @cookwjennifer.