USA: Beam Suntory and the Boston Beer Company form partnership

Japanese-American world leader in premium spirits firm Beam Suntory has announced that it has formed a long-term strategic partnership with The Boston Beer Company.

According to Beam Suntory’s statement, the goal of the partnership is to expand iconic brands across fastest growing alcoholic beverages segments.

The companies plan to initially launch Sauza tequila in the ready-to-drink beverages format and to introduce Truly Hard Seltzer into bottled spirits.

Dave Burwick, CEO of The Boston Beer Co, said: “Our industry is rapidly evolving, and consumers are looking for new and exciting options that suit a wide variety of occasions, and we couldn’t be happier to have found the perfect partner to extend our brands into the spirits category”.

Albert Baladi, Beam Suntory president & CEO, commented: “We’re expanding the reach of loved, iconic brands that have tremendous equity, credibility, and consumer loyalty. Beam Suntory and Boston Beer understand brand building, and as pioneers in premium spirits and craft beer, our combined possibilities are limitless”.

The new products are expected to be available on consumer retail channels in the USA by mid-2022, with plans of expanding to other brands in the future.

Source: Beam Suntory