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Will the ‘turbo radler’ trend attract more people to beer?
Firestone Walker has introduced a trio of 8% ABV lemonade-infused “turbo radler” beers named Mind Haze Rage. db finds out more.
The beers, which are available in original lemonade, watermelon lemonade and grapefruit lemonade variants, have been created by the Californian brewery to reach “drinkers across the adult beverage categories and bring them into beer”.
Firestone Walker’s Mind Haze trip initially began with the launch of Mind Haze Hazy IPA back in 2019 before it expanded the portfolio in 2024 with Mind Haze Brain Melter and Mind Haze Cosmic Crusher.
Speaking to the drinks business, Firestone Walker CMO Dustin Hinz “Mind Haze Rage is a powerful extension for the Mind Haze brand family, bringing drinkers seeking flavour into the beer aisle with a proven premium brand.”
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Firestone Walker chief sales officer Tony Amaral explained how “providing flavour seekers with high ABV isn’t a new idea for beer – but packaging it into an 8% ABV radler is”.
Amaral told db: “The response from our retail and wholesale partners has been energising” and insisted that “there’s real enthusiasm for the brand, and in typical Firestone form, the juice speaks for itself”.
Hinz added: “This is definitely not your grandma’s hard lemonade. Mind Haze Rage is intentionally disruptive, fun and crafted to stand out.”
Mind Haze Rage can be purchased this spring in a new “Rad Pack” variety 12-pack featuring the three lemonade flavours as well as in single 19.2-ounce cans this spring.
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