Twisted Tea's bright yellow can is going into hiding this fall.
The hard iced tea brand has teamed up with Realtree on a limited-edition collaboration.
It brings the outdoor company's APX camouflage pattern to Twisted Tea product packaging design for the first time, rolling out nationwide now.
"Twisted Tea drinkers already love spending time outdoors, so teaming up with Realtree felt like a no-brainer," said Erica Taylor, senior brand director for Twisted Tea.
The brand partnership helps Twisted Tea have a direct association with fall occasions like camping, fishing, and tailgating.
Moments when coolers come out and packs get shared.
Realtree VP of Strategic Partnerships Tyler Jordan believes there aren't many cans in the market as instantly recognizable as a Twisted Tea.
"Which made it especially fun for us to give that bright yellow can the Realtree treatment," he added.
For a limited time, the Team Realtree logo appears on Twisted Tea Original 12-pack and 18-pack wraps.
A limited-edition 24-ounce can carries the full APX pattern.
Where the Camo Shows Up
The pattern decorates more than just the cans.
A merch collection includes hoodies, hats, beanies, T-shirts, vests, backpacks, chairs, and duck calls, plus a talking fish for the wall.
Fans can shop it on Twisted Tea's Tea Store while supplies last.
A national Tea Drop campaign supports the launch across TV, streaming, social, bars, restaurants, and retail.
Social content, creators, and activations carry the camo outdoors through the fall.
In stores, displays feature Twisted Tea deer antlers and a full lodge fireplace scene.
"From what fans are drinking to what they're wearing, we're giving them plenty of ways to break out the Realtree camo this fall," Jordan said.
Why Camo Fits a Cooling Category
Twisted Tea still leads hard tea, but figures cited in Beverage Industry's 2026 beer market report show category sales down 5.1%, with the brand down 5.8%.
Realtree brings reach of its own, with its licensing arm estimating that partners sell about $4 billion of Realtree camo and branded product each year.
A softer category puts pressure on every limited run to earn trial quickly.
Twisted Tea's fall drop points to three moves any brand with a recognizable pack can copy:
- Borrow a badge your buyers wear: Team Realtree logos on the 12-pack and 18-pack wraps are a sign of membership to shoppers who wear the same mark on their gear.
- Push the pack into products that outlast it: Vests, chairs, and duck calls keep the brand in use after the last can is empty.
- Stage the season at the point of purchase: Antler and lodge fireplace displays place the campaign where shelf choices get made.
A limited run works best when the partner's symbol does the persuading.
Twisted Tea supplies the recognizable can, and Realtree supplies the season.
Our Take: Can a Camo Can Start the Convo?
Every fall weekend has a cooler at the center, and every can in it gets passed from hand to hand.
We think that handoff is the real media buy here.
A camo can invites a comment from whoever is holding it, and a friend's comment beats a spot during the game.
If we were either of the two brands, we would track the "where did you get that" text first, then the second 12-pack that follows it.
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