The shandy has enjoyed popularity across Europe for decades.
The name is British, referring to the combination of beer mixed with fizzy lemonade, ginger beer or ale, and even fruit juice. The half-and-half ratio results in a refreshing and lower alcohol drink, perfect for summer sipping.
Other parts of Europe know the beverage by different names. In Germany, it’s generally called a Radlermass aka Radler or Alsterwasser, combining a blonde ale and lemonade. The quenching quaff was invented in 1922 by an enterprising innkeeper named Franz Xaver Kugler, who built a bike trail to his inn, only to be deluged with thirsty cyclists. Fast thinking led him to combine lemon soda with beer and the Radler was born. In France and Switzerland, the combination is referred to as a Panache, also beer and lemonade.
Here in the States, we have plenty of bottled shandies to choose from. Recently, Shock Top released its seasonal Lemon Shandy, which is a Belgian-style wheat beer made with California lemon peels (the only brand on the market to do so), as well as malted barley, hops and coriander. At 12 ounces, it is a slim 130 calories.
Here’s a bit of insight from the Shock Top folks, who recently traveled across the U.S. in ShockMobiles, tricked out VW Beetles replete with “mohawk”. The inventive and energetic campaign in concert with 72° captures the freewheeling, summer time vibe that Shock Top Lemon Shandy promotes.
The Shandy is really popular these days. Tell us about the rising popularity of this drink.
We think Lemon Shandy is perfect for summer weather and the activities that go with it. Shock Top Lemon Shandy delivers a summertime vibe – especially coming out of a record-breaking winter.
From the end of February to early May, fleets of ShockMobiles traveled the country to spread summer and the brew around. Tell us about this tour.
72° and Shock Top is a campaign celebrating the return of Shock Top Lemon Shandy. The campaign aimed to bring much-needed relief to cold-weather markets across the U.S. Shock Top turned to California’s lemon groves to perfect its Lemon Shandy and inspire the brand personality – where lemons and oranges thrive in year-round summertime weather. It only seemed natural to launch the 72° and Shock Top campaign in California.
Following the launch event in Southern California, ShockMobiles embarked on a cross-country journey from California to Boston to bring a little sunshine to cold weather markets across the country. For those who missed out, ShockMobiles are Shock Top-owned Volkswagen Beetles customized in true Shock Top style, complete with a ‘Wedgehead’ mohawk. We documented the journey through social channels at #72 and ShockTop.
What types of celebrations happened during the 72° & Shock Top Campaign?
Shock Top brought a summer party of epic proportions to Boston equipped with hot tubs, a live musical performance by the Vacationers, plentiful guests and summertime games and a whole lot of Shock Top Lemon Shandy. Why Boston? Not that shovel-weary Bostonians needed the numbers to prove it, but it really was the worst winter ever – to the tune of 110-plus inches of snow. After Boston, the ShockMobiles hit up other markets including Atlanta, Washington, D.C., Miami, Clemson, and New York City to extend the summertime vibe.
What would you like consumers/bartenders to know about Shock Top Lemon Shandy?
Fans 21 and over can check out where they can buy on our a product locator on ShockTop.com. For those serving Shock Top Lemon Shandy, it is best enjoyed in a tall, wide-mouthed glass that will showcase its foam head. We hope everyone taps into the summer season with Shock Top Lemon Shandy no matter the weather with fresh citrus directly from the Golden State, where it’s summer all year.