From Adage:
Hard cider is one of the hottest sectors in the alcohol business, but MillerCoors thinks the category is still missing some testosterone. That is why the brewer is punctuating the launch campaign for its new Smith & Forge Hard Cider brand with arm wrestling, facial hair, blacksmiths and a tough-guy character from AMC's "Breaking Bad”. (Editor’s Note: Jonathan Banks who played Mike Ehrmantraut)
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