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Boston Beer Flags Seltzer Slowdown, Introduces New “Long Drink” Brand

September 9, 2021

The Boston Beer Company is launching Bevy Long Drink, inspired by the national cocktail of Finland. Invented for guests at the 1952 Summer Olympics in Helsinki, a traditional Long Drink consists of gin, grapefruit soda, and tonic. Boston Beer’s canned version will launch with two flavors: Sparkling Citrus Refresher and Sparkling Berry Refresher, both at 5.8% abv and made with a malt base containing juniper berries instead of spirits. Bevy Long Drink will launch in November in 6- and 12-packs of 12-ounce cans as well as single 24-ounce cans.

Meanwhile, Boston Beer offered an update yesterday on the ongoing deceleration of hard seltzer, noting that some industry estimates now show that full-year 2021 volume for hard seltzer retail sales will have over 100 million fewer cases than the volumes estimated in May 2021, and over 30 million fewer cases than the volumes estimated in July 2021. While Boston Beer says its Truly brand continues to grow ahead of the category, the uncertainty in the market caused the company to withdraw its previous guidance, saying that because of inventory writeoffs and other costs that it now expects its full year 2021 earnings per diluted share to fall below the previous estimate of $18-$22.—Daniel Marsteller & Danny Sullivan

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