Beer Marketer's Insights - Lighter Innovation from Boston Across the Portfolio in 2024; AO Crisp Fam; Truly Lookin' to "Light It Up"

Boston Beer isn't just lightening up Truly portfolio. Several innovations in 2024 are pushing lighter flavors with lower ABV, sugar and calories. On top of natl push behind Twisted Tea Light variety pk next yr and reformulated/lighter flavored variants of Truly, co will launch Sam Adams American Light and Angry Orchard Crisp Light, it announced during regional ABPs. Sam Adams American Light will be tested in 9 regions early next year and Boston's still finalizing the formulation specs. Recall, this is just the latest stab at lighter craft styles for Sam Adams, with Sam Adams Light down to just a sliver of the portfolio and more recent attempts thru Sam 76 and Wicked Easy that haven't sustained in mkt. But biggest focus for Sam Adams is on its growing non-alc beer portfolio, which will get much more attention in 2024. Co aims to reach 1.5 mil cases of NA beer (over 100K bbls) by 2025, brand director Lauren Price shared. At same time, Angry Orchard will simplify innovation and approach to center solely around core Crisp, which still makes up 80% of the portfolio mix. New Crisp Light will have 1/3 the sugar (6g) and clocks in at 120 calories and 4.3% ABV. It's launching nationally in 6pks this spring. On the other end of the ABV spectrum, Boston also just added Crisp Imperial, which will replace current Angry Orchard Hardcore as co aims to capitalize on fast-growing imperial cider trend. Turning Crisp into a family of brands, focusing on college mkts where AO brand performs much better, reupping its partnership with Sazerac's Fireball brand and inking media partnership with Betches social media platform are ways Boston is thinking differently about the brand in 2024, brand director Jon London highlighted. Co's upping AO media spend by 80% in 2024.Biggest push in the "light" space remains centered around Truly hard seltzer. Still viewed as "essentially the light beer" for next gen drinkers, said brand director Matt Withington. Truly has just 12 share of the lightly flavored hard seltzer mkt, while lightly flavored styles make up 65% of the segment. That's "our single biggest opportunity as a brand," Matt underscored. Truly has 54 share of the LTO seltzer packs, but that's just 3 share of the biz. And Truly has 58 share of bold-flavored seltzer while bold flavors are 32% of the segment. Truly isn't walkin' away from bold flavors or LTOs by any means, he assured. Lemonade and Punch variety pks are still #5 and #7 seltzer packs. So revamped recipes will be lighter and without stevia, as Boston plans to communicate "no stevia" and "great new taste" next yr. New Party pk and return of Red White and True expected to take LTOs to another level. Plus, Truly Unruly variety pk is viewed as "number one most incremental" brand in 2024 even as it scraps Truly Extra entirely. That's "a big play for us" launching Feb 2024. On RTD spirits side, Truly Tequila Soda national launch and fine-tuned Vodka Soda branding is expected to boost spirit-based series to new heights in 2024 as Boston has sights set on surpassing AB's NUTRL longer-term. RTD seltzers rose from 9% to 18% of total hard seltzer $$ in MULC and from 45% to 60% of IRI Liquor Max channel, Boston shared.Slingers Seasonal Cocktails FMB Line Adding Distribution Another high-ABV test from Boston Beer is expanding to new mkts. Malt-based line, Slingers Signature Cocktails, which clocks in at 8% ABV, is expanding from 3 states to 6 states, co shared with INSIGHTS. Slingers just added VT, WI and NV and filling out NH, OH and PA "after showing strong growth trends in its initial launch markets" of southern NH, Cleveland, OH and Pittsburgh, PA. Recall, co launched the cocktail-style FMB brand earlier this yr in 24oz single-serve cans with 3 flavors (see Apr 12 issue).

Lighter Innovation from Boston Across the Portfolio in 2024; AO Crisp Fam; Truly Lookin' to "Light It Up"

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