‘The Boys’ Actor Chace Crawford Goes Against Type in New ‘Geriatric Elder Millennial’ Campaign for Jiant Hard Tea

Jiant Hard Tea launched a partnership with the actor Chace Crawford. (Photo: Jiant Hard Tea)

On Monday, Jiant Hard Tea announced that actor Chace Crawford, known for his roles on “The Boys” and “Gossip Girl” is joining the team as chief creative officer and part-owner. The ready-to-drink hard tea brand tapped the actor for its campaign titled “Geriatric Elder Millennial.”

“For me, Jiant is the ultimate beverage,” Crawford said in a statement. “It’s incredibly easy to drink, and honestly, nothing else even comes close.”

Jiant shared the actor reached out to the brand after he found out it was based in Los Angeles.

“In an industry saturated with empty celebrity endorsements, we sought a genuine partner invested in sharing our brand. Chace’s authentic enthusiasm for Jiant, combined with his energy and imagination, makes him the ideal fit, and we’re excited to have him on this journey with us,” Co-founder of Jiant Larry Haertel Jr. said in a statement.

Jiant launched in 2019 when two college friends, Larry Haertel Jr. and Aaron Telch joined forces to create the brand. Jiant refers to itself as the number one independently owned hard tea brand in California.

The ready-to-drink brand with the cheeky tagline, “Spelled Wrong. Tastes Right,” boasts four flavors within its portfolio: Pineapple Passion, Half & Half, Kiwi Strawberry and Peach Iced Tea. Each can clocks in at 7% ABV, and Jiant intends to create nostalgic beverages that possess modern appeal.

Jiant additionally produces hard kombuchas. The brand’s flavors are The O.G., Guavamente and Hicamaya. The O.G. is a blend of passion fruit and elderflower. Guavamente is a mixture of guava and mint. Jiant’s Hicamaya flavor is a mixture of grapefruit and hibiscus.

In May, the ready-to-drink brand launched a Taco-Tuesday-themed hard kombucha that boasted the flavors of pineapple, jalapeño, ancho chile and lime for one heck of a spicy cocktail. Taco Tuesday joins its Mai Tai sister expression.

The brand shared in a news release that it chose to work with the actor due to his comedic gifts.

“Chace is the perfect partner for Jiant,” said Telch in a statement. “If you watch ‘The Boys’ or spend a day with him, you realize he’s downright hilarious. We’ve always wanted to infuse humor into the brand. As our tagline, ‘Spelled Wrong. Tastes Right.’ embodies we’re fully committed to delivering a seriously good product while having fun with the brand. Chace brings the charisma and creativity to do just that.”

In the campaign, Crawford refers to himself as a “geriatric elder millennial,” and the line alone is enough to guarantee a chuckle after taking one look at the actor.

“I’m 39, baby. At a certain point, you realize there’s more to life than gravity bongs, jello shots and eating an entire meat-lovers pizza by yourself at four in the morning,” Crawford quips. “Not to toot my own horn, but I’m making better decisions, and Jiant hard tea is one of them.”

The comedic campaign can be viewed below: