Beyond Beer

Another craft brewery is entering the growing craft non-alcoholic beer market. Boston Beer Company will launch a Samuel Adams branded non-alcoholic hazy IPA, Just the Haze, nationally in early 2021.

Just ahead of the Labor Day holiday weekend, Anheuser-Busch today launched its next hard seltzer, Bud Light Platinum Seltzer, nationwide.

Summer is coming to a close for Harpoon Brewery and Polar Beverages’ hard seltzer brand. Initially dubbed Arctic Summer when the brand launched in April 2019, the two Massachusetts-headquartered companies are rechristening the hard seltzer line as Arctic Chill in order “to reinforce year-round enjoyment.”

Stone Brewing and San Diego hard kombucha maker JuneShine are teaming up for the release of StoneShine, a 6% ABV hard kombucha that will be distributed in 25 states.

Anheuser-Busch InBev is “remixing” its Bud Light Seltzer variety pack, adding three new flavors — Cranberry, Grapefruit and Pineapple — that will be featured in a second variety 12-pack with its Strawberry flavor. The new mixed packs are expected to be on store shelves nationwide by Monday, August 31.

The top selling eight beer brand families have all surpassed $1 billion in sales at multi-outlet chain and convenience stores year-to-date, according to data shared by market research firm IRI, which includes sales data through August 9.

Mark Anthony Brands has named former Jimmy John’s CMO John Shea to lead the marketing efforts for the White Claw hard seltzer brand. Shea will assume the role this month, a spokesperson confirmed to Brewbound.

The liquor license of New York City’s oldest beer garden — The Beer Garden at Bohemian Hall in Astoria — has been suspended for violating the state’s COVID-19 guidelines. Meanwhile, Dollar sales of hard seltzers in off-premise retailers will soon surpass craft beer sales, Brewers Association chief economist Bart Watson reported recently, citing data from market research firm IRI.

Beer distributors widely anticipate Monster Energy to enter the hard seltzer segment as early as next year, according to a survey conducted by Goldman Sachs Equity Research. Nearly 85% of wholesalers in the “Beverage Bytes” survey, representing feedback from more than 80 distributors and approximately 180,000 retail outlets that sell alcohol, believe that Monster will or potentially could launch a hard seltzer product.

Beer consumers are settling into the “next” normal — and that means increased sales in the convenience channel, according to Nielsen VP of beverage alcohol practice Danelle Kosmal.

During the Q&A portion of the call, Monster CEO Rodney Sacks was noncommittal when asked about the company’s potential interest in launching an alcoholic beverage product, specifically a hard seltzer.

Kalamazoo, Michigan-headquartered Bell’s Brewery will enter its 42nd state later this year, with the addition of distribution to Oklahoma. Bell’s, the seventh largest Brewers-Association-defined craft brewery, will be partnering with Republic National Distribution Company of Oklahoma.

The Boston Beer Company has hired marketing executive Don Lane as its new vice president of the Truly Hard Seltzer brand. Boston Beer is investing $85 million to quadruple production at its nearly 90-year-old Cincinnati production brewery, according to a press release.

Even amid persistent out-of-stock issues, Boston Beer Company’s Truly Hard Seltzer helped drive the company’s depletions (sales to retailers) growth to 46% in Q2. Boston Beer founder Jim Koch conceded Thursday that those inventory issues will last for the rest of the summer.