Tilray Unveils Stay Sunny Refresh with 16-Oz Cans and Hefe Light Launch
Tilray Brands launched Stay Sunny to refresh Widmer Brothers’ Hefeweizen portfolio with new packaging, 16-ounce four-pack formats under $10 and a major multichannel marketing push across Oregon and the Pacific Northwest. The campaign introduces Hefe Light (4% ABV, yuzu, grapefruit) and Timbers Pils, the official Portland Timbers partnership beer.
1. Campaign Details
Tilray Brands has introduced the Stay Sunny campaign to refresh Widmer Brothers’ Hefeweizen lineup, rolling out new packaging designs and 16-ounce four-pack formats priced under $10 across the portfolio.
2. New Beers Launched
The campaign debuts Hefe Light, a 4% ABV low-calorie Hefeweizen brewed with yuzu and grapefruit, and Timbers Pils, a Northwest-style Pilsner available on-tap at Providence Park and in cans throughout Oregon.
3. Marketing Strategy
Stay Sunny features a multichannel marketing push with Portland-area billboards, geotargeted creative in multiple Oregon markets, expanded digital and social support, plus integrated local activations, pop-ups and on-premise community events.
4. Regional Focus and Implications
By concentrating on Oregon and the broader Pacific Northwest, Tilray aims to strengthen Widmer’s regional market share, drive volume growth in its home market and bolster long-term brand relevance.