Boston Beer Company is adding another non-alcoholic (NA) brand to its portfolio, expanding a ready-to-drink (RTD) offering and discontinuing another.
The company announced today a series of moves with its “innovation incubator” brands – new-to-world offerings launched in limited test markets before either going wider or being discontinued.
Included in the announcement is the impending arrival of General Admission, a NA offering made from a blend of 40% NA beer and 60% fruit water. The brand was teased in label approvals over the summer.
General Admission will hit shelves in February in three test markets – Albany, New York; Raleigh, North Carolina; and Indianapolis, Indiana – and nationwide via direct-to-consumer shipping, where legal.
The first four flavors include: Lemon Lime, Orange Ovation, Raspberry Remix and Grapefruit Groove.
Slingers Signature Cocktails to Expand in ’24
High-ABV, single-serve, malt-based brand Slingers Signature Cocktails will expand to additional markets now through early 2024.
Slingers rolled out in southern New Hampshire, Cleveland and Pittsburgh in the spring as a value play in convenience stores with an 8% ABV and $2.49-$2.99 price point per 24 oz. can. Slingers will now go statewide in New Hampshire and then expand to Nevada and western and central Pennsylvania in early February. The brand will go statewide in Ohio and Vermont in early March.
Slingers is available in three flavors: Bahama Mama, Peach Screwdriver and Pineapple Punch.
Loma Vista Tequila Soda Discontinued
The sun is setting on Loma Vista Tequila Soda, Boston Beer’s first tequila-based RTD and the first brand to launch as part of the company’s “test-and-learn, limited-market innovation” introductory model.
Boston Beer introduced the ranch water-style Loma Vista (5.5% ABV), made with “premium tequila blanco, real lime juice, carbonated water and natural flavors,” in October 2022.
The brand hit four markets – Fort Collins, Colorado; Kansas City, Kansas; Wichita, Kansas; and Austin, Texas – in 12 oz. can 4-packs of two flavors, Lime and Mango.
However, Boston Beer said Loma Vista “was not gaining enough traction” to continue.