League will also launch this month, and in May, Harpoon will launch a yet-to-be-announced joint program with a “major athleisure brand in the Boston area.”Īdditionally, UFO Light Force wheat beer, from Mass. League as a better-for-you offering, I think 12 fits better with that than 15 does.”Ī new social media campaign for Rec. “A 12-pack will just merchandise better for us on the shelf, it opens us up to better distribution opportunities,” London said.
Some of the smaller packs are already in-market. As part of its strategy for this year, the company is transitioning its 15-packs – which London said are a “big volume-driving off-premise package” for the brewery – to 12-packs. League boasts the most potential in the off-premise channel as a sessionable beer. League, Big League, and pack-exclusive Pacific League light lager (4% ABV) and Busch League American pilsner (4% ABV). In 2021, the brewery added Big League (7.2% ABV) to the brand family, as well as its Summer League variety 12-pack, which included Rec. In 2019, Harpoon launched the 4%-ABV, 120-calorie, citrus-forward pale ale in 16 oz. “It can still be our innovation point, even though it’s been in the market for a couple years,” he continued.
