Wiseacre The Set Up

Wireacre The Set Up
Wireacre The Set Up.

Wiseacre Brewing Company has launched a new, non-beer line of canned cocktails called The Set Up.

While the name hints at the ready-to-drink (RTD) nature of the canned cocktails, some people may recognize it as a reference to the accoutrement that a popular Memphis dive bar requires you to purchase if you bring your own liquor, the company says.

The Set Up comes in 4-packs of 12-oz. cans.

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“It was a unique set of circumstances that got us here,” explains Wiseacre co-founder Kellan Bartosch. “We obtained a distiller’s license years ago so we could legally make high-gravity beer in Tennessee before some laws were changed. A distiller’s license is very hard to come by, but at the time we felt it critical to be able to make true-to-style Belgian Tripel, Barrel Aged Imperial Stout and other brews for which the ABV is critical. We’ve maintained that license that now allows us to make beers over 10%, but it also opened the door for this opportunity. It was always part of the plan to further utilize our facility on Broad Avenue for new projects once our new facility downtown opened. Covid delayed that a bit, but we are really excited to get this off the ground, which will be one of the first craft canned cocktails in the region.”  

“We wanted the packaging design to go in a different direction from our amazing beer cans, which led us to working with local brand pros Loaded For Bear,” Bartosch adds. “They took a reference from the incredible dive bars, juke joints and social clubs that Memphis is known for, and we’re thrilled with how they turned out.”

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All three of the canned cocktails in The Set Up will be 5% ABV with 99 calories, zero carbs and zero sugar:

  • Vodka Soda with Grapefruit and Pineapple 4-pack of 12oz cans – Vodka soda done up with our favorite tropical combo
  • Gin and Soda with Lime – 4-pack of 12oz cans – classic cocktail with Memphis soda water and a splash of lime
  • HiBall with Lemon – 4-pack of 12oz cans – A tradition of Japanese malt whiskey and soda with a lemon twist

They are all gluten-free, but official designation as such is still pending third-party testing, the company says.

The Set Up’s distribution footprint begins with Memphis only, expanding to North Mississippi soon. Wiseacre beer is currently sold in Alabama, Arkansas, Colorado, Florida, Georgia, Illinois, Kentucky, Louisiana, Mississippi, New Jersey, North Carolina, Pennsylvania, South Carolina, Washington DC and its home state of Tennessee.

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