Boston Beer CEO says hard sports drinks are alcohol’s ‘next big thing’
The Sam Adams maker has entered the emerging vodka ade space, which has “exploded faster” than hard teas or seltzers, according to Jim Koch. Boston Beer CEO, Jim Koch, has stated that the vodka ade category is the next big growth opportunity for the company, with CEO stating that hard sports drinks like Rally Dog Vodka Ade have "exploded faster" than traditional sports drinks or seltzers. The Sam Adams maker launched Rally Dog in four states earlier this year and plans to expand into national stores in 2027. This follows a flurry of launches and acquisitions from alcohol giants like Constellation Brands and White Claw owner Mark Anthony Group. While the trend is unlikely to overtake the popularity of hard teas or seeltzers, Koch predicts there will be a lot of activity in the space over the next year. He also noted that Boston Beer's scale and retail experience could give it an edge over smaller entrants.
Diterbitkan : 5 jam yang lalu oleh Laurel Deppen di dalam Business
Boston Beer is eying the nascent vodka ade category as its next point of growth, with CEO Jim Koch saying that hard sports drinks have "exploded faster" than hard teas or seltzers.
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Topik: Business Leaders
