For most of the year, they're everyday people. The coworker. The neighbor. The friend who keeps it together. But every fall, something changes.

Halloween gives people permission to unleash the version of themselves that's a little weirder, wilder, and way more fun. They become the costume planner, the party host, the horror movie fanatic, the person who goes all-in. Angry Orchard didn't just show up for Halloween—we celebrated the people who live for it. Because while everyone has a freak inside, Halloween is when they finally let it out.

And consumers responded. The Thriller Pack delivered +112.4% volume growth, gained +2.4 ACV points, and increased velocity by +39%, proving there is enormous demand for seasonal offerings that embrace the spirit of Freak Season. The momentum extended beyond the variety pack, with the Jason Crisp Apple can driving +57.7% volume growth, adding +1.7 ACV points, and increasing velocity by +13%. By tapping into a cultural moment and giving consumers permission to celebrate their inner fun selves, Angry Orchard turned Halloween into one of its strongest-performing seasonal platforms.