Don't make me tap the sign
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New Belgium is eyeing a Voodoo Ranger hard tea. Earlier this week we talked about New Belgium’s new hard juice, which I think is really smart given how much adjacency its red-hot Voodoo Ranger F-AIPAs (Fruity-Ass India Pale Ales) have to actual fruit juice. New Belgium also looks to be setting its sights on another adjaceny: the crazy-lucrative hard tea category that’s been dominated for years by Boston Beer Co.’s quiet giant, Twisted Tea. Lately, drinks firms from AriZona to Island Brands are getting in on the tea party, and considering the labels that surfaced this week for something called “Voodoo Ranger Hardcharged Tea,” it looks like New Belgium is, too. We say it all the time: the bigger they are, the harder they’ll tea. Don’t make me tap the sign!