Tröegs recently announced the launch of its Summer of Sunshine variety 15-pack as a central player for the Pennsylvania brewery’s off-premise summer sales, pairing seasonal beer selections with its largest fan giveaway of the year to drive retail visibility and consumer engagement.
Anchored by year-round flagship Sunshine Pilsner, the 15-pack includes four additional summer-friendly beers. These include the newly added Sunshine Salt + Lime Lager and three exclusives: Summer’s Here Lager, Sip N’ Sear Fireside Lager, and Leisure Cruise Raspberry Wheat. Designed to match a variety of consumer tastes, the lineup emphasizes approachability and refreshment, aligning with warm-weather drinking preferences.
“We’ve designed the pack-exclusive beers to pair perfectly with the season and cater to a variety of beer-drinking profiles,” said David Graham, marketing director at Tröegs. The brewery strategically selected lighter styles to match seasonal trends while adding a sense of discovery for consumers looking for something new.
The 15-pack format itself serves a dual purpose as it commands prime placement on retail floors and offers more value than a traditional 12-pack, without the volume of a 24-pack.
“The 15-pack makes a statement and begs to have a primary spot for display,” Graham said. Including beers that aren’t available anywhere else encourages consumer trial and adds exclusivity that helps secure retail shelf space, he added.
To further elevate consumer engagement, the Summer of Sunshine Giveaway plays a major role. The text-to-win campaign gives fans a chance to win a backyard prize bundle featuring a Breeo Smokeless Fire Pit. Starting May 1, eligible contestants can now text “BACKYARD” to 312-376-1835 to enter.
“From a consumer side, we keep a close eye on how many entries we’re getting year-to-year and the speed at which they come in,” Graham said. This helps Tröegs assess the effectiveness of campaign messaging and gauge brand resonance.
For retail partners, the sweepstakes provides a clear selling point.
“Tying our largest sweepstakes of the year to the Summer of Sunshine 15-pack helps us capture the attention of both our consumers and retailers,” Graham said.
Promotional value combined with well-curated packaging makes it easier to negotiate secondary placements and larger displays, especially when flanked by core year-round products like Perpetual IPA and Graffiti Highway IPA.
From a production standpoint, packing five distinct beers — with four exclusives — into one unit is no small feat. It requires intense coordination to prevent disruption to regular brewing operations.
“The exclusive beers can be a strain on our brewing and packaging teams,” Graham said. “Staying on top of our year-round offerings ahead of the season is important to make sure we aren’t disrupting the availability,” of core beers.
Lessons learned from past releases continue to shape Tröegs’ strategy as well.
Avoiding overlap with its Perpetual Exploration pack, which focuses on hop-forward offerings, helps keep each pack differentiated in both flavor and audience. Communicating that uniqueness to retailers and emphasizing the seasonal alignment of the design and content has proven crucial to driving volume sales.
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