Tilray's Shock Top to launch Shock Top High Voltage

Executive Summary

• Tilray Brands Inc.'s Tilray Beverages division has launched "High Voltage," its first-ever high-ABV double wheat beer under the Shock Top brand.
• The product is positioned to capitalize on the growth of high-ABV craft beers, targeting consumers seeking bold flavors and higher alcohol content.
• The launch begins in Southern California with a planned nationwide expansion to large-format and convenience stores starting in May.

Key Details

• Product Name: Shock Top High Voltage
• Product Type: First-ever high-ABV double wheat beer for Shock Top
• Alcohol Content: 9.6% ABV
• Packaging: 19.2-ounce cans
• Flavor Profile: Brewed with real orange peel and orange puree; features bright orange flavor, citrus zest, orange candy notes, and a bold wheat backbone.
• Pricing: Starting at $2.99 per unit
• Launch Strategy: Debuting in Southern California before expanding nationwide to both large-format and convenience stores beginning in May.
• Market Context: The release aligns with trends showing that 19.2-ounce single servings are leading consumer spending and purchasing trends in the craft beer category for 2025.

Notable Quotes

• "We didn't set out to make just another beer -- we set out to make a beer that feels as fun and full of energy as the people who drink it," said Jacob Neilson, senior brand manager at Shock Top. "High Voltage is our response to the fans -- designed to show up wherever the energy is high and the night is just getting started, for a community that is spontaneous, social and always chasing what's next."