Core Insights - Shock Top and Auntie Anne's have launched a collaborative campaign titled "Beer Kneads Pretzels" to celebrate the pairing of beer and pretzels through various promotional activities [1][3][4] Group 1: Campaign Details - The campaign includes an exclusive sweepstakes offering $300 Auntie Anne's gift cards and co-branded merchandise to three winners [4] - Each 6-pack of Shock Top Twisted Pretzel Wheat includes a promo code for $6 off a $12 purchase at Auntie Anne's, valid through December 2025 or until supplies last [5][6] - Limited-edition merchandise such as sweatshirts and sling bags will be available through social media giveaways [6] Group 2: Product Information - Shock Top's Twisted Pretzel Wheat is recognized for its pretzel aroma and smooth finish, ranking as the 14 new craft beer release in 2024 [3] - Auntie Anne's has over 2,000 locations across 49 states and 25 countries, known for its hand-rolled soft pretzels since 1988 [9] Group 3: Marketing Strategy - The partnership will leverage a multi-faceted social media campaign to engage consumers, including behind-the-scenes content and opportunities for fans to share their experiences [6][7] - The campaign aims to enhance brand visibility and consumer engagement through interactive promotions and exclusive offers [1][6]