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Market Watch: Sazerac Co. Rolls Out Malt-Based Fireball And Southern Comfort Variants

June 25, 2021

Hurdling beverage alcohol barriers, Sazerac Co. has teamed with Anheuser-Busch InBev (ABI) to extend two flavored whiskies—Fireball and Southern Comfort—with malt-based variants to propel them into thousands of new retail accounts. The malt-based offerings began appearing this spring in New York beer stores, convenience stores, delis, bodegas, and gas station minimarts, priced at around $1 a 1.7-ounce bottle and $8 a 12-ounce container.

“Brewers blurred the marketplace with hard seltzer, taking from the distillers. They are making it work as a malt-based product,” says Rob Mellion, executive director of the Massachusetts Package Stores Association. “Distillers are introducing malt-based products that can be sold with malt and wine licenses.” Market Watch has the full story.

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