Oct
20
2011
Arnold Palmer Hard Is Edgy, for the Kids
By Conor Nagle under General

Mmmm. It's like a party in your mouth and only octogenarians are invited!

After spending 82 years hanging with the good, All-American boys, it looks like major-winning legend Arnold Palmer has designs on a more dangerous, party-loving image.

An alcoholic version of his branded “half-and-half” mix of iced tea and lemonade has hit the shelves and has designs on finding its way into the fridges of middle-aged ladies across the nation.

It appears a slightly odd marketing decision, particularly given the extent to which the Arnold Palmer name has become synonymous with sobriety (as a teetotaller, I often ask myself: “What would Mr. Palmer do?”), but I’ll just give the Horwell Brewing Company the benefit of the doubt. I’m sure they’ve crunched the numbers on this one.

Don Vultaggio, the group’s chairman, sounds downright enthusiastic about the drink:

“Through our continued partnership with Rexam, we are bringing this product to market in our iconic 24 oz. cans, making it even easier for adult consumers to enjoy this unique beverage.”

One can only assume the great man himself– who I’m sure took a hands-on role in the product’s development– is similarly excited.

Conor Nagle