Twisted Tea taps culture, flavour and community in Hispanic push

Twisted Tea Hard Iced Tea, the hard iced tea in the U.S., has launched its first Hispanic-focused advertising campaign. Created with Loud And Live Marketing, the campaign introduces Spanish-language content across media, retail and influencer channels, aiming to authentically engage Hispanic consumers nationwide.

The campaign celebrates backyard gatherings, tailgates and everyday moments where Twisted Tea is positioned as the drink that brings people together with flavor and fun.

A central feature of the campaign is Twisted Tea’s collaboration with three award-winning Hispanic chefs, who developed limited-edition grilling sauces infused with Twisted Tea. Each sauce was tested over open flames on custom Twisted Tea-branded grills from Texas-based NOMAD Grills.

Chef Eduardo Lara of Wolf of Tacos (Miami) created The Redemption, a hibiscus and guajillo chile sauce with smoky chamoy notes.

Chef Anastacia Quiñones-Pittman of Eledi (Dallas) developed Tamarindo Twist, a tangy sauce inspired by classic barbecue flavors with a fruity chamoy kick.

Chef duo Alex and Elvia Garcia of Evil Cooks (Los Angeles) produced Twisted Tail, the spiciest option, combining smoky morita chilies with chile de árbol in a salsa ranchera-style base.

Illustrator Carlos Solano designed custom labels for each sauce, drawing inspiration from the chefs’ personal stories. The Twisted Tea Grilling Sauce Kit will be available exclusively through the Twisted Tea online store beginning September 16, while supplies last.

The campaign features the brand’s first Spanish-language television ads, adapted from Twisted Tea’s Tea Drop creative platform. The 15- and 30-second spots highlight multi-generational backyard celebrations and close with the tagline Keep it Twisted.

On-the-ground activations will run through 2025 in California, Florida and Texas. These include pop-up samplings, local partnerships and experiential events to expand awareness and connect with Hispanic drinkers.

Erica Taylor, senior brand director, Twisted Tea: “Twisted Tea has always been a brand that’s about bringing more people to the party, so this new Hispanic campaign is a way to continue to do just that. Over the past several years, we’ve seen Hispanic households grow, and we know once they’re introduced to the brand, they quickly become fans. This campaign is another example of how the brand will foster its passionate – and growing – fanbase.”

www.twistedtea.com

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