In 2021, the beer wizards at Wiseacre brewed up a new batch of bubbles; a canned cocktail line called The Set Up—and as the weather warms, we want to make sure this locally-made, “fizzy liquor drink” is on your radar.
Offering three featured flavors—Vodka Soda with Grapefruit and Pineapple, Gin and Soda with Lime, and HiBall Whiskey Soda with Lemon—Wiseacre is only brewery in the city, and the second brewery in the state, to create a RTD, ready-to-drink, canned-cocktail brand.
Featuring 99-calorie Gluten-and-sugar-free sips, The Set Up is the kind of refreshing fuel that you'll want to keep in your coolers.
“We’re not trying to compete with the great cocktails bars of Memphis. This isn’t like a 20% Old Fashioned. This is something different entirely,” said Kellan Bartosch, Wiseacre Co-Founder.
Make no mistake in thinking that the team plans to totally switch gears. They are simply adding another batch of brews to their inventory of offerings.
“We believe there is a beer for everyone,” Shannon said. “That being said, not everyone wants to drink beer.”
It’s not uncommon for this team to leap from lane to lane when it comes to brewing beverages. We saw that first in 2021 with the launch of their Cold Brew Coffee cans—which, in conjunction with their Coffee Milk Stout and their two specialty beers made with tea, dubbed Wiseacre as the Most Caffeinated Brewery in the world.
… But back to the Set-Up.
While traveling overseas in Japan, Wiseacre Co-Founder Davin Bartosch noticed the popular pairing of whiskey and soda that inspired his favorite blend.
He’s also the brains behind the brand name which is rooted in his regular jaunts at a local juke joint, Wild Bill’s Blues Bar & Grill.
"You can bring in your own alcohol, but you have to buy "a set up" which is usually a fizzy drink of your choice, along with ice," said Davin.
Since its opening in 2013, the Wiseacre team has extended their reach across the country, with products currently present in 14 states.
They’ve not only launched a number of new beverages, but they also recently added a second location into the mix. Between the OG brewery on Broad Avenue in Binghampton, and the new headquarters on B.B. King Boulevard in Downtown Memphis, they’ve reached the capacity to brew 100,000 barrels collectively.
Now, what’s next?
“I don’t know. Maybe our dance career,” Kellan said.
“We’ve actually been thinking about a fragrance,” Davin chimed in.
“Handbags, but definitely no belt buckles,” Shannon added.
All jokes aside, the team is working on concocting a Vodka Mule to add to the Set Up series.