And no, it's not a rebranded Keystone. A company is introducing a new beer called Pong Beer. The main presentation will be in a 30-pack, including 2 ping-pong balls. There's also a "Reload" pack with 60 beers and it comes with 4 ping-pong balls and a package of 16 oz cups.
If they can eat into some of the low-end Keystone market (the preferred beer for beer pong) they might strike gold. It's estimated that 50% of college students play beer pong and the market for pong related products has brought in more than $20 million (excluding the beer, we presume).
Will it succeed? Who knows, a 30-pack costs $18, which is high compared to the other brands. The market they're going for is decidedly cheap and probably won't buy them regularly more than once for the gimmick at those prices.