Boston Beer Company is expanding its ready-to-drink canned cocktail portfolio with the addition of Loma Vista Tequila Soda, the company’s first tequila-based RTD.
Loma Vista (5.5% ABV) is made with “premium tequila blanco, real lime juice, carbonated water and natural flavors” — a recipe known in West Texas as ranch water, but one that Boston Beer did not reference in press materials.
Packaged in 12 oz. can 4-packs, Loma Vista will come in two flavors — Lime and Mango — and begin hitting retailers this week in four markets: Fort Collins, Colorado; Kansas City, Kansas; Wichita, Kansas; and Austin, Texas.
Boston Beer said Loma Vista falls within the intersection of two macro trends — the fast-growing RTD beverage segment (+80% year-to-date through October 9 in off-premise tracked IRI multi-outlet and convenience channels) and the increasing popularity of tequila, which holds the third largest share in the spirits category.
The company said it worked with Justin Yarborough of the multi-generational West Texas family ranch to develop Loma Vista.
Sammy Cohen, Boston Beer’s co-head of brand innovation, described Loma Vista as “an authentic lifestyle brand rooted in a real place, a real story and real tequila.”
Loma Vista is part of Boston Beer’s test-and-learn innovation program, releasing in limited markets before receiving a wider release.
“Our two-tiered approach to innovation allows us to be both ‘big and small’,” Boston Beer head of innovation Robert Vail said in the release. “Regional test-and-learns like Loma Vista enable us to jump on trends quickly while also giving us the space to gather direct consumer feedback and hone the brand before expanding. And when we introduce line extensions of larger brands, we also have the ability to activate our sales force and our wholesalers – both of which are the best in the industry – to scale up nationally. It’s the best of both worlds.”
During Boston Beer’s Q3 earnings call, company leaders said their goal is to become the No. 1 beer industry supplier in the fourth category.
Earlier this month, Boston Beer launched the spirit-based Truly Vodka Seltzer. The company also sells canned cocktails under the Dogfish Head brand name. During the National Association of Convenience Stores (NACS) trade show in Las Vegas, the company debuted Jim Beam Kentucky Coolers, a new FMB family as part of its JV with Beam Suntory (5% ABV, 120 calories).