This product is a craft hard tea, similar to Twisted Tea but healthier and operating more in the luxury space. This product aims to capture customers attention through accessing Norman’s trifecta: the visceral, behavioral, and reflective areas of product experience. The label is visually attention grabbing with bright red. In terms of behavior, the product is easy to drink and in regard to the reflective, because it is low in sugar and calories, the drinker does not feel the normal guilt that comes with drinking alcohol.