What is the projected increase in brand awareness and market share for Angry Orchard as a result of this campaign?

Projected lift from the “Sweet Revenge” campaign

The Jason‑Universe partnership is a high‑visibility, cross‑cultural stunt that taps a built‑in fan base of horror‑movie enthusiasts and the broader “alt‑drink” culture that already gravitates toward hard‑cider. In comparable brand‑collaborations (e.g., White Claw × MTV, or the recent Bud Light‑Super Bowl tie‑ins) the post‑launch lift in consumer‑recall has averaged 5‑7 % versus baseline, while incremental sales have translated into a 2‑3 % gain in market‑share for the product line. Given Angry Orchard’s already‑strong positioning in the premium‑cider segment and the 45‑year anniversary hook that adds a “must‑watch” narrative, we can reasonably project a ≈ 6 % rise in brand‑awareness (measured by social‑reach, search‑volume and aided‑recall surveys) and a ≈ 2.5 % uplift in its share of the U.S. hard‑cider market over the next 3‑6 months.

Trading implications

Boston Beer Co. (ticker ​B ​BEER) – the parent of Angry Orchard – is likely to see a modest top‑line boost from the campaign, especially as the “Sweet Revenge” vignette will drive incremental volume in the “premium‑flavor” sub‑category that commands a 5‑6 % higher price point than the core line. The expected market‑share gain (≈ 2.5 %) translates to roughly +0.4 %‑0.6 % of total U.S. cider volume for Angry Orchard, enough to tighten the company’s forward‑sales guidance and tighten the earnings‑margin outlook. In the short term, the stock could experience a 2‑3 % upside on the news, with upside potential remaining if the campaign’s social‑media traction exceeds the 6 % awareness lift assumption. Traders should consider a buy‑on‑dip if the price retraces > 2 % from the current level, while keeping an eye on any forward‑guidance updates from Boston Beer that incorporate the campaign’s performance.