Boston Beer Company is making a convenience play in three markets with the launch of a new high-ABV, single-serve brand: Slingers Signature Cocktails.
Boston Beer is touting Slingers as a “bang-for-your-buck” value play at a suggested retail price of $2.49-2.99 per can. The malt-based, cocktail-inspired offering checks in at 8% ABV and will be sold in 24 oz. single-serve cans in three flavors: Bahama Mama, Peach Screwdriver and Pineapple Punch.
Slingers will initially be launched in Pittsburgh, Cleveland and some parts of New Hampshire.
“Our two-tiered approach to innovation allows us to be both ‘big and small’,” Robert Vail, head of innovation at Boston Beer, said in a press release. “Regional test-and-learns like Slingers enable us to jump on trends quickly while also giving us the space to gather direct consumer feedback and hone the brand before expanding. It’s the best of both worlds.”
“With its strong points of difference, relatable brand ethos and malt-based recipe, we really feel like we’ve got a winner in Slingers,” Andrea Desaulniers, Boston Beer manager of innovation, added. “And the brand’s physical attributes – a convenient, single-serve package with a higher-than-average ABV and eye-catching graphics – make it especially suited for the convenience store class-of-trade. So, we’re doubling down and stacking our chips there!”
As a malt-based offering, Slingers has the potential to gain greater market access compared to spirits-based offerings. Boston Beer also sees an opportunity in the convenience channel, which has been a bright spot for beer in 2023.
Off-premise dollar sales of beer category offerings in the channel are up +5.5%, to more than $5.2 billion (+$275.37 million), while volume, measured in case sales, is down -1.6% year-to-date through March 26, according to market research firm Circana (formerly IRI).
Sales of flavored malt beverages (FMBs) in the convenience channel are up +20.5%, to $545.76 million, per Circana. FMBs have gained 1.29 share of beer category dollars, and now hold a 10.4% share of beer category dollars in the channel, the firm reported.
Case sales of FMBs in c-stores are also up +12.1% through the first three months of 2023, Circana reported.
Slingers isn’t the only new malt-based, cocktail-inspired offering Boston Beer is using to target the c-store channel this year. Dogfish Head released Citrus Squall, an 8% ABV double golden ale and paloma cocktail mashup, earlier this year that is a top-two priority for the brand in c-stores.