Boston Beer Company is set to roll out a pair of new beyond beer offerings this spring, as the company reshuffles its portfolio.
Sinless Spirits will launch in April in four 5% ABV vodka-based cocktail flavors – Cranberry, Black Cherry, Pineapple and Peach – in Massachusetts; Fresno, California; and Omaha, Nebraska.
The brand’s website describes it as: “An indulgent cocktail crafted with big, bold flavor and made with premium vodka – all with zero sugar, zero carbs and only 100 calories.”
Boston Beer is also rolling out Just Hard Squeezed in four test markets: Charleston and Myrtle Beach, South Carolina; Austin, Texas; and Rhode Island.
Just Hard Squeezed is a hard juice brand made with real fruit juice and alcohol from cane sugar. The flavored malt beverage (FMB) will come in four 4.2% ABV, bubble-free flavors – Raspberry, Pineapple, Mango and Peach.
Sinless and Just Hard Squeezed were both born of Boston Beer’s innovation incubator.
The addition of those brands come as Boston Beer has discontinued Slingers Signature Cocktails (8% ABV), which launched in spring 2023 and was expanded in 2024, and General Admission, an NA offering made from a blend of 40% NA beer and 60% fruit water, which hit stores in February 2024. Both were discontinued in late 2024, according to a 10K filing.
Boston Beer head of communications Dave DeCecco told Brewbound that the company pulled the plug on General Admission due to it not “seeing strong enough conversion rates when it came to direct-to-consumer sales.”
As for Slingers, DeCecco wrote that the company “decided to allocate our resources elsewhere” as opposed to “fighting the uphill battle for extremely limited shelf space with a new-to-world brand” in a crowded high ABV FMB space.
Additionally, Boston Beer discontinued Truly Vodka Soda and Truly Tequila Soda in early 2025, the latter of which launched nationally less than a year before its discontinuation. Boston Beer previously sunsetted the Truly Margarita Style and Truly Tropical variety packs in early 2024.
Change is also coming to Samuel Adams’ beer portfolio. Boston Beer is now in the process of rebranding Samuel Adams Wicked Hazy Juicy New England IPA as Samuel Adams New England Juicy IPA.
“This provides a stronger association to the master Sam Adams brand and will make it easier to identify in-market,” DeCecco told Brewbound as the reasoning behind the rebrand.
The recipe for Samuel Adams New England Juicy IPA will be changed to increase the ABV from 6.8% to 7% and give it a “hop aroma of citrus, red, tropical, and stone fruits,” while oats and wheat create “a medium body and smooth mouthfeel.” Samuel Adams New England Juicy IPA will be available in 12 oz. can 6- and 12-packs; 16 oz. can 4-packs; 19.2 oz. single-serve cans; and draft.
This isn’t the first time that Boston Beer shook up its New England IPA. In 2021, Boston Beer reincarnated its previous New England IPA as Wicked Hazy, kicking off the rebrand with a regional Super Bowl ad buy and followed it up with another ad buy during the big game in 2022.