Boston Beer launches new cocktail brand in 24oz cans
The Boston Beer Company, makers of Samuel Adams, Truly Hard Seltzer, Twisted Tea, Angry Orchard and Dogfish Head, announces the launch of Slingers Signature Cocktails, a malt-based lineup of 8.0% ABV cocktail-style drinks in 24oz cans.
It is debuting with three flavours: Bahama Mama, Peach Screwdriver and Pineapple Punch, and Slingers is hitting shelves in Cleveland, Pittsburgh and select areas of New Hampshire.
With a superior taste, pricing that won’t break the bank and convenient single-serve formatting.
“With its strong points of difference, relatable brand ethos and malt-based recipe, we really feel like we’ve got a winner in Slingers,” said Andrea Desaulniers, manager of innovation at Boston Beer. “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!”
Desaulniers adds: “Cracking open a can of Slingers instantly transports you to good times. Whether that’s a neighbour’s backyard bash, a beach-side bartender slingin‘ drinks, or somewhere in between – no judgement, here!”
“Our two-tiered approach to innovation allows us to be both ‘big and small’,” said Robert Vail, head of innovation at Boston Beer.
“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.”