Beam Suntory has announced a long-term strategic partnership with the Boston Beer Company that will bring iconic brands in some of the fastest growing alcoholic beverage categories.
The collaboration will see tequila brand Sauza enter the ready-to-drink (RTD) category and Truly Hard Seltzer make their way into the bottled spirits segment.
Sauza’s expansion into RTD format will leverage Boston Beer’s expertise, production capabilities and distribution footprint.
Truly Hard Seltzer’e’s entry into the bottled spirits segment will benefit from Beam Suntory’s distillation expertise and strong distribution network.
By mid-2022, the first new products from this partnership will be available in consumer distribution channels in the United States.
“The perfect partner”
Commenting on the partnership, Dave Burwick, CEO of The Boston Beer Co, said: “Our industry is changing rapidly and consumers are looking for exciting new options that suit a wide variety of occasions, and we couldn’t be happier to have found the ideal partner to extend our brands to the spirits category.
“Beam Suntory shares our pioneering entrepreneurial spirit and obsession with delivering high quality products. This unique and win-win collaboration opens a new frontier for our industry-leading Truly Hard Seltzer brand as we expand into spirits in bottle and also allows us to bring a great brand of tequila into our premier wholesale network. “
Boston Beer’s existing portfolio includes leading brands such as Samuel Adams and Dogfish Head beer, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Angry Orchard Hard Cider.
Beam Suntory is already a leader in RTD in Japan, Australia and Germany, leveraging brands like Jim Beam, Canadian Club and -196 °.
The collaboration with Boston Beer adds to its growing RTD activity in the United States, building on the acquisition of the premium cocktails On The Rocks and the launch of the Hornitos seltzers and Jim Beam Highball.
“Exploit opportunities in adjacent categories”
“We are each exploiting opportunities in adjacent categories by unleashing our shared creativity and respective distribution strengths into spaces that resonate with consumers,” said Albert Baladi, President and CEO of Beam Suntory.
“We are expanding the reach of trusted iconic brands that have tremendous fairness, credibility and consumer loyalty. Beam Suntory and Boston Beer understand brand building, and as pioneers of premium spirits and craft beer, our combined possibilities are limitless.
Last year, Beam Suntory announced the acquisition of the On The Rocks ready-to-drink cocktail brand for an undisclosed amount.
© 2021 European supermarket magazine – your source for the latest drink news. Article by Dayeeta Das. Click on subscribe register for ESM: European Magazine of Supermarkets.