Shock Top, the shockingly refreshing craft beer brand by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), known for its bold flavors and unfiltered wheat ales, and Auntie Anne’s®, the world’s largest hand-rolled soft pretzel franchise, are entering year two of their “Beer Kneads Pretzels” partnership with the launch of TWIST, the Two-Way Insulated Snack Tailgater vest. Timed to the start of college football season, the limited run of approximately 100 vests will be available on shop.ShockTop.com, through a social giveaway via the brands’ social channels, and surprise drops at select tailgating events around the Florida Gators v. Georgia Bulldogs game on October 31, 2026, in the vicinity of Atlanta’s Mercedes-Benz Stadium is designed for tailgate season and for the fans who spend it in a parking lot.
TWIST pairs one hot-insulated pocket for Auntie Anne’s pretzel nuggets with one cold-insulated pocket for Shock Top Twisted Pretzel Wheat, keeping snacks warm, beer cold, and hands free from tailgate through kickoff. With roughly 100 vests produced, the release is available while supplies last.
Shock Top Twisted Pretzel Wheat is a limited-run seasonal release and a cult classic among beer and pretzel fans alike, recognized for its unmistakable pretzel aroma and smooth wheat finish. Auntie Anne’s has been a mainstay in America’s malls, ballgames, and airports since 1988, and returns this football season with gameday bundles including the multi-flavor Pitch Pack and the made-to-share Pretzel Bucket with assorted dips.
“Tailgating comes down to a few essentials: keeping the important things at the right temperature and enjoying them with the people around you,” said Jake Neilson, Senior Brand Manager, Shock Top. “TWIST is a fun, functional way to bring that to life, and it’s the perfect way to mark a second year of reminding fans that Beer Kneads Pretzels.”
“Warm pretzels and cold beer are a natural pairing, and we’re excited to give fans another reason to make Auntie Anne’s part of their football traditions in collaboration with Shock Top, who shares our passion for creating fun, craveable experiences for fans, like the limited-edition TWIST vest,” said Nathan Baldwin, Chief Brand Officer, Auntie Anne’s.
Buy-One-Get-One Offer on Twisted Pretzel Wheat
Fans who do not secure a vest can still take part in the program. Every limited-edition 6-pack of Shock Top Twisted Pretzel Wheat includes an exclusive code for a buy-one-get-one Auntie Anne’s pretzel, redeemable in-store or through the Auntie Anne’s App. The offer runs through December 2027, or until the limited-edition 6-packs are gone. To redeem:
- Find Shock Top Twisted Pretzel Wheat 6-packs at a local retailer.
- Check the bottom of the 6-pack for a unique code.
- Download or open the Auntie Anne’s App and enter the code.
- Redeem the buy-one-get-one offer at a participating Auntie Anne’s location.
*Offer must be unlocked by February 15, 2027. Must purchase one (1) Pretzel to receive one (1) Pretzel on us (excluding taxes & fees). Includes Original, Cinnamon Sugar, & Sweet Almond Pretzels. Must redeem in the Auntie Anne’s Rewards App and be an Auntie Anne’s Rewards member. Reward expires 30 days after being unlocked. Single use. Auntie Anne’s may end promotion at any time without prior notice. Online and app order redemptions subject to service fee and sales taxes. Limit one offer code redemption per transaction. Not valid with any other promotion or offer. No cash value. Non-transferable. Valid only at participating U.S. Auntie Anne’s locations.
Gameday Activation in Atlanta
Shock Top and Auntie Anne’s will bring the partnership directly to fans with an on-site activation in the Florida-Georgia tailgate lots in Atlanta, where the brands will surprise legal-drinking-age tailgaters with TWIST vests, Auntie Anne’s product, and co-branded prizes.
The TWIST vest drop is expected to run from late August through mid-September, timed to kickoff weekend. A “hot meets cold” countdown teaser will lead into the release, followed by a social giveaway and a limited e-commerce drop, with full mechanics to be announced. Vests will also be seeded to media and select partners ahead of the public release.
For updates on TWIST, the “Wedge Heads” series, and the buy-one-get-one offer, follow @shocktop on Facebook, Instagram, and X, and @auntieannespretzels on Instagram, TikTok, Facebook, and X.
