Boston Beer Chief Marketing Officer Lesya Lysyj continues to remake the brewer’s agency roster, this time shifting its Twisted Tea hard iced tea brand to The Martin Agency. The Interpublic Group agency had been a finalist for the brewer’s Sam Adams and Truly Hard Seltzer brands that Lysyj last month sent to Goodby Silverstein & Partners.
She had no choice but to move Twisted Tea: It had been at Barton F. Graf, which is closing its doors at the end of the year. Martin will handle a new campaign set to launch in early 2020.
“We chose The Martin Agency because of their successful track record developing highly relevant, culture-bending work for other consumer-focused brands,” Lysyj said in a statement. She joined the brewer in March. “We value that Martin deeply understands our consumer and can uncover insights that lead to culture-shifting work.”
Twisted Tea’s in-store sales grew more than 10 percent to about $400 million in the 52 weeks ending Oct. 5, according to Nielsen data cited in a Wells Fargo report.
The brand’s latest TV spot touts day drinking, with the tagline “unwind, with a twist.”
For Martin Agency the win follows recent pick-ups that include UPS, Buffalo Wild Wings, CarMax and DoorDash. It also parted ways with longtime client Discover Card in October, when the financial services brand announced it was conducting a creative agency review. Martin had serviced the account for 13 years.