The brand, described as having a "unique balance of sweetness and intensity," will debut in the spring and be backed with "significant marketing support," the brewer said in a memo to distributors, calling it a "major new brand launch." The company confirmed the planned new brand in a statement but declined to provide further marketing details, including specifics on the media buy or which ad agency will get the assignment.
The brand logo shows a letter "A" affixed to a sack of apples embroidered with a "J," for Johnny.
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