Carb problems... Beer feels 'em. We've been chatting with you for weeks about declining sales (beer is now under 50% of all alcohol consumed in the US). And Boston Beer Co. is obsessed with ales — it owns Sam Adams, just bought IPA fan Dogfish Head, and often touts its beard-approved craft status. But research firm IRI recently reported this stat: Only 25% of Boston Beer's biz is beer.
That means 75% is non-beer stuff... In fact, its new profit puppy is super clear: Truly Hard Seltzer. The citrus-infused, gluten-free option has been Boston's summer tailgate champ, driving the company's 21% increase in shipments last quarter. Here's the rest of Boston Beer's non-beer, beach-beverage roster:
Pure beer stocks are disappearing... Boston Beer isn't really a beer company anymore. Corona-owner Constellation Brands is big on whiskey, vodka, and CBD-infused experi-beverages. Bud-owner AB-InBev is also investing hard in non-beer options, like Babe. Meanwhile, Molson Coors dropped last week because it's overly dependent on Coors. The beer legends that are succeeding do it by trading what's on tap for what's light, fruity, or Cannabis-y.