THC seltzers, local sports partnerships and growing Boulevard’s new No. 1 brand are among the highlights of Duvel USA’s 2026 distribution convention, featuring skits mimicking popular movies and TV shows.
The big news coming out of the meeting is Boulevard’s addition of THC-infused seltzers under its Quirk line, announced via a Jurassic Park-inspired skit.
Berry Jane will launch with two SKUs – 5 and 10 mg – in 12 oz. can 4-pack cartons this month. The zero proof seltzers contain 25 calories per serving.
Packaging will prominently display “THC” and the dosage, as well as zero proof call out and QR codes linking to certificate analysts. The two SKU launch strategy is about keeping things “simple but satisfying,” Boulevard brand manager Adam Hall said.
“We see a huge opportunity for Quirk Berry Jane to claim [a] leadership position in THC beverages across Missouri and Kansas,” Hall said.
VP of marketing Ali Bush described Berry Jane as having a “juice-forward raspberry flavor to drive consumer appeal.” She called it a “natural extension of the qualities that have made Quirk a standout brand: innovation, quality and delivering memorable experiences for our customers.”
During the skit, Boulevard did its own version of Mr. D.N.A.’s science lesson explaining how the liquid was made through delta-9 nano emulsion with complimentary raspberry and purified water along with the legality explanation through the 2018 farm bill.
In the John Hammond role, Duvel USA chief commercial officer Bobby Dykstra repeatedly said, “We spared no expense” in testing for potency and purity.
Bush and Hall said leveraging its popular hard seltzer line’s brand equity will help legitimize the category with consumers, company leaders said.
Space Camper Overtakes Wheat as No. 1 Boulevard Beer
Space Camper IPA has surpassed long-time flagship Unfiltered Wheat as the Kansas City craft brewery’s No. 1 brand, Bush shared.
Space Camper remains Duvel’s top priority for 2026, Dykstra said in a Mission Impossible-style run down of distributors’ missions, should they accept them. He noted all Space Camper packages are growing year-to-date (YTD), but distribution is lagging its volume growth. His ask for 2026 is to grow Space Camper’s package placements by 1,500 points of new distribution and 200 new draft handles in on-premise retailers.
The additions of Juice Nova (9% ABV), Chillbreak and a Non-Alcoholic offshoot have added incremental growth to the Space Camper franchise, company leaders shared.
To continue the momentum, Boulevard is adding 19.2 oz. single-serve cans of Juice Nova in February to Space Camper’s singles lineup of original Space Camper and Quantum Hop (9.5% ABV), Bush said. Quantum Hop will also get refreshed packaging to boost the brand, which is the fastest-growing single in the company’s portfolio.
Boulevard will lean into partnerships for its Space Camper seasonal 6-packs and draft, starting with Fundamental Evil Imperial IPA in March with Planet Comic Con Kansas City, followed by Star Striker IPA in May with Kansas City Sports and then Cosmic Surfer IPA with Iowa’s Big Grove Brewery in July. A high ABV variety 6-pack will roll out in October featuring Juice Nova, Quantum Hop and Fundamental Evil.
To drive those releases, the company will focus on pop culture, space exploration, STEM and influencers.
Boulevard Aims to Own Local College and Pro Sports
Boulevard is leaning into college and pro sports sponsorships on both sides of the stateline, including the University of Kansas Athletics, the University of Missouri Athletics, Missouri State University and the Kansas City Royals. The goal is to own its home market via sports partnerships.
Boulevard founder John McDonald called the brand’s sponsorship of Kansas Athletics a “win-win” and major branding opportunity for Boulevard and the university. The company is leveraging the Jayhawks logo on packaging for 19.2 oz. singles of Unfiltered Wheat and Quirk Hard Seltzer Strawberry Lemon & Basil, and will add 12 oz. can 12-packs of Pay Heed Pale Ale and Quirk Crimson and the Blueberry seltzer.
Hall said the company expects a regional impact, with in-stadium sales Hall said.
Boulevard’s partnership with the Missouri Tigers will focus on Quirk, the company’s top-selling hard seltzer brand. Custom Quirk packages will leverage the Tigers’ logo, including mixed 6-packs of Quirk’s “Stripes of Citrus” pack and the launch of Tiger Paw Punch in 12-pack cans and 19.2 oz. singles. Quirk will be sold in concession stands throughout Memorial Stadium.
Missouri State will also get its own Quirk pack, with Wild Cherry Charge 12-packs and special packaging featuring call outs to the packaging and the school bear mascot.
In an effort to re-engage drinkers with Unfiltered Wheat, Boulevard is partnering with Kansas City Chiefs offensive lineman Creed Humphrey as an ambassador and candy maker Russell Stover cross-merchandised Whitman’s S’Mores products.
Boulevard’s Russell Stover partnership will continue in September 2026 with the Barrel-Aged Mix 6-pack with Smokestack beers of assorted chocolate flavors.
Boulevard Chasing 2 Share of Light Beer in Kansas and Missouri
Boulevard Light, the company’s 4% ABV, 89-calorie light lager, had a “great debut,” Dykstra said. He encouraged a “targeted and aggressive” plan to make Boulevard Light the top-selling light lager in its home markets. For 2026, the goal is a 2% share of the light beer segment in Kansas and Missouri, an admittedly “big ask.”
The brand’s sponsorship with Kansas City Royals first baseman Vinne Pasquantino, along with sampling and a moneyback offer. In February, 19.2 oz. singles will be added to capitalize on convenience and venue opportunities and boost trail and velocity.
In other sports partner news:
- Boulevard Ginger Lemon Radler will become Royals Radler beginning in March with 12 oz. can 6-packs and draft;
- The Kansas City Current women’s soccer club Teal Rising Proud Pilsner will launch on draft in March, with 6-pack bottles following in July to take advantage of the six FIFA World Cup matches taking place in Kansas City.