This voice is automatically generated. Please let us know if you have any feedback.
Diving overview:
- boston beer Introduced non-alcoholic beer series The company says the admission price, called General Admission, combines the flavors of a non-alcoholic beer and a fruity seltzer with less than 0.5% alcohol by volume. The drink consists of 40% non-alcoholic beer and 60% fruit seltzer. It comes in four flavors: Lemon Lime, Orange Ovation, Grapefruit Groove, and Raspberry Remix.
- Sam Adams and the makers of Truly Hard Seltzer said the new product is designed for consumers who want to limit their alcohol intake without sacrificing flavor.
- General admission tickets are available at retail locations in select markets, including Albany, New York and Raleigh, North Carolina. This is Boston Beer’s first product available through direct-to-consumer shipping nationwide.
Dive Insight:
Once dismissed as a sleepy category by consumers and industry analysts, non-alcoholic is now one of the fastest growing segments in the beverage space.
General admission prices demonstrate Boston Beer’s willingness to use this trendy category as a testing ground.
In a press release, Tim Kerrigan, the company’s head of innovation, said the company wanted to create a unique product line that “offers a broader view of what non-alk looks like.” Sales of zero-proof beverages rose 30% in 2023, making it a larger category than hard ciders, including Boston Beer’s Angry Orchard, according to NIQ data.
“We believe that the primary consumers of non-alk products are actually alcohol lovers,” Kerrigan said. “We have to find a way to create something that appeals to everyone, whether they drink spirits, beer, wine, or only non-alcoholic drinks.”
A desire to experiment and avoid the distribution hurdles associated with alcohol is influencing Boston Beer’s general admission distribution strategy. Kerrigan said the company will use general admission to test both the non-alcoholic category and DTC delivery model.
As Gen Z consumers, we are flooded with non-alcoholic and low-alcohol products that are attracting attention. Reported to consume less than previous generations.
Non-alcoholic beer, led by brands like Athletic Brewing and zero-proof spirits like Mingle Mocktails, is popular with consumers at bars and social gatherings where they can avoid the negative health effects and hangover effects of alcohol. there is. Leading hard seltzer brand White Claw launched its first non-alcoholic product earlier this year, citing the growing number of young people quitting alcohol.
Many major beer brands have capitalized on the growth of non-alcoholic products. Boston Beer’s Sam Adams entered the space in 2021 with Just the Haze, a zero-proof IPA.