Herb Light taps 1989 Ozzie Guillén for double-cans coozie launch

Herb Light has unveiled a limited-edition coozie with former Chicago White Sox star Ozzie Guillén as baseball’s playoff chase heats up. The brand says the accessory holds two cans at once and is tied to its first celebrity activation and product drop.

Why it matters: - Herb Light is using a nostalgic baseball tie-in to stand out in the growing non-alcoholic THC beverage market. - The launch gives the Chicago brand its first celebrity partnership and first product activation. - The coozie is timed to baseball’s high-stakes playoff run, when fans are a natural target for game-day accessories.

What happened: - Herb Light launched the Limited Edition Herb Light x Ozzie Guillén Double Play Coozie. - The extra-tall coozie is designed to hold two cans cold at once. - The brand tied the product to a new film released on Herb Light’s Instagram. - The film features a recreated 1989-era Ozzie Guillén, using his present-day voice and an AI-generated version of his 1980s likeness. - The campaign frames Guillén as a double-play specialist and leans into the brand’s 1980s light-beer concept.

The details: - Herb Light says each can has 1mg of THC. - The beverage is positioned as a non-alcoholic, super-low-dose alternative to light beer. - The brand says the coozie is available for an additional $5.99 with every Herb Light case during September. - The product is sold at drinkherblight.com/coozie while supplies last. - Herb Light entered the market earlier this summer. - Current retail distribution includes Chicago off-premise locations such as Foxtrot Market and Beer Temple. - On-premise availability includes Sluggers Bar, Bub City and Joe’s. - Herb Light also ships online to 28 states. - The brand says its cans contain 45 calories and zero sugar. - Herb Light was founded by Quality Meats co-founders Gordy Sang and Brian Siedband, along with business partner Jonathan Schiff. - The brand’s 1980s-inspired world includes retro packaging, throwback commercials, a jingle and an Instagram feed built around '80s imagery.

Between the lines: - The campaign borrows from the old playbook of light beer marketing: merch, jingles and athlete endorsements. - The use of AI to recreate a younger Guillén underscores how beverage brands are mixing nostalgia with modern production tools to create attention-grabbing launches. - Herb Light is trying to turn a functional beverage into a fandom object, not just a drink.

What's next: - Herb Light says the coozie will remain available through September or until supplies run out. - The brand appears likely to keep building around its 1980s-themed identity through additional partnerships and activations. - Herb Light continues to promote itself online at @drinkherblight and through its Chicago retail and bar partners.

The bottom line: - Herb Light is betting that baseball nostalgia, retro branding and a two-can coozie can help the THC beverage carve out a louder niche this season.