Boston Beer Company (BBC) sought a unique name for their new, healthier hard tea targeting older, more discerning consumers. This brand had to stand out from their Twisted Tea line and emphasize health, artisanal quality, and a sense of fun.

Wild Leaf emerged as the winning name, encapsulating the brand’s essence with a health-conscious and distinctive appeal. Consumer studies favored it over nine other options, and despite initial trademark hurdles, BBC secured the rights, turning “Wild Leaf” tea into a wild success!