Boston Beer Company’s innovation pipeline continues to pump out new brands as the fall approaches, announcing today a planned nationwide launch in November of Bevy Long Drink, a sparkling refresher inspired by a traditional Finnish cocktail that consists of gin, grapefruit soda, and tonic.
However, Boston’s version of the beverage, checking in at 5.8% ABV, won’t contain spirits, a fact highlighted in the announcement. Instead, Bevy Long Drink will be “made with an original malt base containing natural flavors and wild juniper berries.”
“Bevy Long Drink is our signature spin on this classic,” Boston Beer CMO Lesya Lysyj said in a press release. “We developed a cocktail-inspired recipe, with all the citrus flavors and wild juniper berries, and made it ready-to-drink from a can. You get all the refreshing citrus flavor without the gin.”
Bevy Long Drink will roll out in two flavors Sparkling Citrus Refresher (12 oz. can 6- and 12-packs and 24 oz. single-serve cans) and Sparkling Berry Refresher (12 oz. can 6-packs and 24 oz. single-serve cans), and be line priced with Truly Hard Seltzer ($8.99-$10.99 for 6-packs and $15.99-$17.99 for 12-packs).
The beverage will be distributed by Boston Beer’s wholesaler network.
Additional flavors will be released in January as the company rolls out a variety 12-pack of four flavors, as well as introduces citrus on draft. Boston Beer did not share nutritional specs for the beverage, but a spokesperson said it is expected to be under 200 calories.
The Finnish Long Drink was created in 1952 when the country’s government was seeking a beverage to serve guests attending the Summer Olympics in Helsinki.
Boston Beer’s entry into the Long Drink space comes as others have tried to stake claim in the U.S. Earlier this summer, Hartwall Original Long Drink, which first produced the cocktail after the Finnish government commissioned it, launched in California, Georgia, New York, Connecticut, Rhode Island, and Massachusetts. Meanwhile, The Finnish Long Drink, another brand built off the Finnish staple, launched in the Midwest after rolling out in California, Florida and Arizona in late 2020.
The Finnish Long Drink closed on a $25 million funding round this year led by New York-based investment management firm Neuberger Berman that included actor Miles Teller, DJ Kygo and pro golfer Ricky Fowler, with other backers including Founders Brewing Company co-founder Mike Stevens and NFL player Dalvin Cook.
Boston Beer has been aggressive in seeking what’s next, announcing in August a partnership with PepsiCo to create Hard MTN Dew, a 5% ABV flavored malt beverage. In July, the company revealed a joint venture with spirits behemoth Beam Suntory that will cross categories for both companies. Early products expected to come from the JV include Truly Hard Seltzer-branded spirits, which Beam Suntory will produce, and Sauza Tequila-branded flavored malt beverages, which Boston Beer will produce.
Those partnerships came as the hard seltzer segment decelerated this summer, confounding some Wall Street analysts as the company cut projections for shipments and depletions growth from a previously convey 40-50% to between 25-40%.
Nevertheless, Boston Beer will roll into the fall with a football-themed campaign featuring former New England Patriots wide receiver Julian Edelman and a holiday party-themed, cocktail-inspired variety pack for its Truly Hard Seltzer brand.
Although Boston Beer’s off-premise sales have decelerated as the summer progressed (+13.2% L4, +17.5% L12), the company’s year-to-date sales in multi-outlet and convenience stores are up +28.5%, to nearly $1.5 billion, through August 8, according to market research firm IRI. The Truly brand family is a big part of that growth, increasing off-premise sales 49.1%, to $825 million.