This Hard Seltzer Brand Created a Mask You Can Drink Through

Proceeds from Crook & Marker's face coverings support bartenders

The first batch of TasteMasks sold out within 24 hours. Crook & Marker

Following a brainstorming session in May, marketers at hard seltzer brand Crook & Marker posted a mock-up on social media of what was initially more of a joke: a mask with a small round valve in the middle, like the kind you’d find on a beach ball, but for a straw to fit into. They were trying to solve the everyday problems of the pandemic-era drinker—how, pray tell, is one meant to wear a mask and drink at the same time?

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.