Keystone Light

Announced on May 7, 2026 and hitting shelves ahead of Memorial Day, Keystone Light Apple — nicknamed Kapple — entered a crowded apple-beer category as a limited-time summer release. The challenge wasn't to claim we invented it; it was to give people a reason to notice our version.

The broader campaign, ‘The Most American Light Apple Beer in America,’ was created in partnership with Quality Meats. Inspired by America's 250th birthday, it turned familiar Americana into an intentionally over-the-top spectacle — complete with an eagle and a bold red apple-beer can. My contribution at Molson Coors VOLT Studio was the social launch strategy.

The channel strategy was to lean into humor to resonate with and attract a younger, legal-drinking-age audience. Rather than treating Kapple like a traditional beer rollout, I built a social strategy around a distinct, meme-friendly voice that gave people something worth reacting to.

The social-first rollout used a steady stream of memes, cultural moments and content that didn't take itself too seriously. Cookouts, coolers and spontaneous summer plans gave the product a place in everyday conversation. The deliberately larger-than-life creative gave the channel a recognizable point of view.

The social launch strategy drove 3 million TikTok views and record TikTok follower growth of +540%, as reported in my résumé. Those results reflect the social launch, not a claim about total earned impressions or sales.

3M

TikTok views

+540%

TikTok follower growth