Boston Beer’s Truly Spiked Seltzer Drives Latest Sales Boom
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Distribution of Boston Beer Co.’s Truly Hard Seltzer, not its flagship Sam Adams offerings that it’s known for, have even further runway as a bevy of flavors helped send shares to record highs this month, according to Macquarie analysts.
IRI market research all-channel data show second-quarter shipment growth for the Sam Adams brewer of 21%, almost double Macquarie’s expectations, despite not properly capturing the potential sales boom for Truly seltzer, analyst Caroline Levy writes. “It is hard to know just how high shipments will actually be” for the beverage, given Boston Beer over-shipped the seltzer to “ensure adequate distributor inventories for the summer selling season.”