Alcohol Brands Lean Into Summer Fun

Molson Coors’ Keystone Light “is jumping into the apple beer game” with Keystone Light Apple or "Kapple.” The company said it has a subtle apple flavor, a clean finish and “keeps things simple.” 

The limited-time beer is available in 15-packs of 12 oz cans everywhere Keystone Light is sold. 

To celebrate the launch, the company unveiled Keystone Light's new campaign, "The Most American Light Apple Beer in America," created in partnership with Quality Meats. “Inspired by America's 250th birthday, the campaign leans into a simple truth: some of the most American things didn't start here—we just made them bigger, louder and a little more over-the-top. … The same goes for Keystone Light Apple: not the first, just the one worth drinking,” the brand said. 

Over at Michelob Ultra, the company is gearing up for the FIFA World Cup 2026, with the introduction of “the Superior Player of the Match Chief Trophy Officer.”  

“The Michelob Ultra Superior Player of the Match is a prestigious trophy that will be awarded to a standout player after every match in the FIFA World Cup 2026 via fan vote,” the brand said. “Michelob Ultra is looking for a passionate, goal-oriented soccer fan who can stay cool under pressure and take on the responsibility of bringing the Superior Player of the Match trophy to the FIFA World Cup 2026 final.” 

Michelob Ultra will provide the winner two tickets and access to the FIFA World Cup 2026 final in New York New Jersey Stadium. 

To help find the right candidate for the position, Michelob Ultra partnered with Kevin Hart to spread the word and rally fans to apply for a chance to win. 

Meanwhile, Red Tree Beverages announced that Fresca Hard is the brand family's newest entry into the ready-to-drink category—“a flavored malt beverage featuring the classic citrus taste of Fresca and a 4.6% ABV to deliver a refreshingly full-flavored drink with only 99 calories and zero sugar per 12 oz can.” 

Fresca Hard is available in 12-packs of 12 oz cans in Grapefruit Citrus, Pineapple Citrus, Peach Citrus and Watermelon Citrus flavors. 

Packaged beverages are key for driving trips and building baskets inside c-stores. The category is consistently a top margin contributor for in-store merchandise, contributing more than 18% to in-store sales in 2025, according to preliminary NACS State of the Industry data. 

Read more about pack bev sales in the May 2026 issue of NACS Magazine feature “Leader of the Pack (Bev).” 

Merchandising