I heard the branding was to help recovering alcoholics, so they don't feel like they're "missing out," and won't stand out so much with a scary can instead of a water bottle/glass. So they can still crack a cold one with the boys and such.

eh I find their tall boys of sparking water have made it so I hardly drink alcohol at all now.

It's worth $1.57 to fool my brain, and certainly cheaper than the same amount of beer.