Boston Beer Company’s hard seltzer woes are spilling over into the legal system. The maker of Truly Hard Seltzer, the second best-selling hard seltzer on the market, is now facing a proposed class action lawsuit for allegedly failing to disclose the deceleration in sales of Truly to investors.
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- BREWERY TYPE
- Production - Regional
One Design Center Place
Boston, MA 02210 United States
- The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 and today brews more than 60 styles of Samuel Adams beer. The company's portfolio of brands also includes Angry Orchard Hard Cider, Twisted Tea, and Truly Spiked & Sparkling. It also makes and markets the Traveler Beer, Angel City, Concrete Beach, and Coney Island brands, which are overseen by A&S Brewing, the company's craft beer incubator.
- ANNUAL PRODUCTION
- ADDITIONAL LOCATIONS
Samuel Adams Boston Brewery
30 Germania St
Boston, MA, 02130, USA
Boston Beer Company - Breinigsville
7880 Penn Dr.
Breinigsville, PA, 18031, United States
• Angry Orchard Cider Company
• Boston Beer Company - Breinigsville
• Marathon Brewing Company
• Samuel Adams
• The House of Shandy Beer Company
• Twisted Tea Company
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Citing “continuing uncertainty about hard seltzer demand trends for the remainder” of 2021, Truly Hard Seltzer maker Boston Beer Company today withdrew its 2021 financial guidance. The company also said it anticipates “hard seltzer-related inventory write-offs, shortfall fees payable to third party brewers, and other costs” that will be incurred throughout the remainder of 2021.
Boston Beer Company’s innovation pipeline continues to pump out new brands as the fall approaches, announcing today a planned nationwide launch in November of Bevy Long Drink, a sparkling refresher inspired by a traditional Finnish cocktail that consists of gin, grapefruit soda, and tonic. However, Boston’s version of the beverage, checking in at 5.8% ABV, won’t contain spirits.
Despite recent slowdowns in hard seltzer sales trends, Boston Beer chief marketing officer Lesya Lysyj remains confident that the bubbly beverage and Truly Hard Seltzer are not going anywhere. “The category has become a mega category, and the growth is not done yet,” she told Brewbound.
Hard seltzer’s late summer slowdown has pushed several financial services firms to adjust their forecast for the sparkling segment’s performance. “We are incrementally more cautious on the beer and hard seltzer category based on feedback from our beer distributor contacts in our new proprietary ‘Beverage Bytes’ survey,” Goldman Sachs equity research analyst Bonnie Herzog wrote in a report published today.
Boston Beer Company adjusted its full-year forecast for shipments and depletions growth after a significant slowdown in the hard seltzer segment in the second quarter. The company previously projected full-year growth of 40-50% in shipments (sales to wholesalers) and depletions (sales to retailers), but has trimmed that projection to 25-40%. Its depletions increased 24% during Q2, decelerating by half from Q1’s growth of 48%, according to remarks from founder and chairman Jim Koch in the quarterly earnings release. “To be totally honest, we’re surprised at the sharpness and the suddenness of the change in trajectory,” Koch said during a conference call with investors and analysts.
Boston Beer Company “overestimated the growth of the hard seltzer category in the second quarter” and the demand for the company’s Truly Hard Seltzer, CEO Dave Burwick said in a press release announcing the company’s Q2 earnings results.
Boston Beer Company and Beam Suntory today announced a joint venture to extend two of the companies’ most popular brands — Truly Hard Seltzer and Sauza tequila — across categories.
Hard seltzer could account for 10% of total beverage alcohol sales by 2025, according to a report from financial services firm Credit Suisse. Since 2019, hard seltzer, which currently accounts for 3.5% of total beverage alcohol, has been pulling share from all three categories.
Carissa Sweigart, Boston Beer’s leader of diversity, equity and inclusion, and Shelley Smith, brewing innovation manager, join the Brewbound Podcast to discuss the 2021 release, the origins of the beer, the company’s overall philanthropic efforts, and the conversations currently ongoing at the brewery in the wake of industry-wide allegations of misconduct and misogyny.
More than 75% of beer wholesalers said the summer selling season is off to “a strong start,” as Memorial Day trends either met or exceeded expectations, Goldman Sachs analyst Bonnie Herzog found in her latest “Beverage Bytes survey” of about 40 distributors covering 145,000 retail outlets (about a quarter of the total U.S. outlets that sell alcoholic beverages).
Brew Talks video replay is now available. Beyond beer offerings continue to be the growth driver within the beer category. Boston Beer’s Dave Burwick, Lone River Beverage Company’s Katie Beal Brown and Manhattan Beer’s Ed McBrien discuss the opportunities within the so-called “fourth category” of offerings.
Just how big a part of the beer category could hard seltzer be by 2025? It depends on who you ask. During this month’s Beverage Forum, Anthony Von Mandl and Jim Koch, the leaders of the companies that produce the two largest hard seltzer brands, White Claw and Truly, respectively, offered differing projections, according to analysts’ reports.
Boston Beer Company officially announced its foray into a new frontier today: non-alcoholic cannabis-infused beverages.
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Year Round Beers
|Black & Gold||Lager|
|Cold Snap 2019||Ale|
|Brewing the American Dream - Desert Kaleidoscope IPA||IPA|
|Brewing the American Dream - Time Hop Porter||Porter|
|Brewing the American Dream - Three Ninety Bock||Bock|
|Brewing the American Dream - Tea Party Saison||Saison|
|Brewing the American Dream - Oats McGoats Stout||Stout|
|Bugs & Berries||Fruit Beer|
|Heaven or Helles|
|Got to Gose||German-Style Leichtes Weizen/Weissbier|
9/24/2021 -- Boston, MA
3/13/2020 -- Boston, MA
Samuel Adams Saint Patrick's Day
12/1/2019 -- Jamaica Plain, MA
Samuel Adams Winter Craft Market
|Other||Jamaica Plain, MA|
9/28/2019 -- Jamaica Plain, MA
Red Sox Tour & Trolley - Samuel Adams
|Other||Jamaica Plain, MA|
9/21/2019 -- Jamaica Plain, MA
|Beer Release||Jamaica Plain, MA|
6/5/2019 -- Boston, MA
Samuel Adams Pride Week Love Conquers Ale Beer Garden Takeover
|Tap Takeover||Boston, MA|
5/27/2019 -- Boston, MA
Sam Adams Red Sox Pre-Game Tour & Trolley
5/23/2019 -- Boston, MA
Sam & a Snack: Double Bock Limited Release
|Beer Release||Boston, MA|
5/11/2019 -- Boston, MA
Mango Guava IPA & Boysenberry KMF Gose Tasting
|Beer Release||Boston, MA|