Today’s American beer-drinking guy has a preconceived notion of cider. They think it’s too sweet and too “feminine” to be a serious option when it comes to alcoholic beverages. They forgot that cider was the preferred end-of-day drink of the guys who built our country. Tough guys whose work was actual
honest-to-goodness hard work. Our T.V. campaign linked the origins of cider to the overtly masculine nature of its heyday, we set out to reassure 21st century guys that not only is it ok to drink cider—it’s almost an homage to their foredrinkers of yesteryear. And we did it in a light hearted and fun way that also delivered our flavor message.