The Boston Beer Company’s Slingers Signature Cocktails™ Enters Phase Two of Test Launch, Expanding Distribution from 3 to 19 Wholesalers
24 Janvier 2024 - 7:06PM
The Boston Beer Company, makers of Samuel Adams, Twisted Tea, Truly
Hard Seltzer, Angry Orchard and Dogfish Head, excitedly announces
the expanded distribution of its Slingers Signature Cocktails
brand, a malt-based lineup of full-flavored, 8% ABV,
cocktail-inspired drinks in the convenience of a 24oz can. Now
entering phase two of its test launch, Slingers Signature Cocktails
will expand its distribution from 3 to 19 wholesalers,
more than
quadrupling its footprint in the marketplace.
Slingers Signature Cocktails initially launched in April of
2023, in New Hampshire, Cleveland and Pittsburgh, where it quickly
became a fan-favorite ready-to-drink (RTD) option in the
convenience store class-of-trade. In the wake of its early
successes, Boston Beer has decided to expand the brand’s
distribution, making its three recognizable flavors – Bahama Mama,
Peach Screwdriver and Pineapple Punch – available throughout Ohio,
Vermont and Las Vegas, Nevada, as well as in the western and
central regions of Pennsylvania. Drinkers in western and central
Pennsylvania and Las Vegas can expect to see Slingers Signature
Cocktails on shelves in February, and those in Ohio and Vermont can
expect the brand to arrive in March.
“We cannot wait to share Slingers Signature Cocktails with more
drinkers across the country,” said Tim Kerrigan, Assistant Head of
Innovation at The Boston Beer Company. “We view this expansion as
not only a huge geographical leap for the brand, but an opportunity
for Slingers to fully connect with a wider variety of consumers in
each of its local markets. With Slingers Signature Cocktails, it’s
all about giving the drinker what they want, when they want and
where they want it, and that’s exactly what we’re doing!”
With flavor, convenience and value at its core, Slingers
Signature Cocktails is a cocktail-inspired RTD that was carefully
designed for the convenience store class-of-trade, where more than
half of all U.S. RTD beverage sales take place, according to NIQ*.
Boston Beer believes Slingers’ brand attributes, coupled with its
eye-catching graphics, higher-than-average ABV and relatable brand
positioning, will help the company win in convenience stores, where
drinkers are seeking easy, instant gratification at a price point
that won’t break the bank.
The Boston Beer Company aspires to be the most innovative,
consumer-oriented beverage company on the planet. Using a two-fold
innovation strategy, the company is committed to both thoughtfully
expanding existing product lines to meet shifting consumer needs,
as well as purposefully developing new brands that capitalize on
current and future industry trends. While some new products will be
launched nationally, others will be released in a limited number of
test markets to iterate and learn before expanding
distribution.
“The expansion of Slingers Signature Cocktails is not only a
testament to the brand itself, but it shows that our test-and-learn
innovation model is working,” adds Kerrigan. “Through our
test-and-learn model, we are able to better connect with our
wholesale and retail partners, in addition to drinkers, to better
understand consumption habits, and effective selling and marketing
tactics. While it often appears to be a slower road to product
expansion, the information we’re gathering along the way will best
set us up for sustainable, long-term success.”
For more about The Boston Beer Company and Slingers Signature
Cocktails, visit www.bostonbeer.com and www.drinkslingers.com,
respectively.
*NIQ, formerly known as Neilson IQ, is a company dedicated to
collecting and interpreting data related to consumer buying
behavior.
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Digital Assets: High-Resolution Photos of Slingers
Signature Cocktails
About Slingers Signature Cocktails From The Boston
Beer Company, makers of Samuel Adams, Truly Hard Seltzer, Twisted
Tea, Angry Orchard and Dogfish Head, Slingers Signature Cocktails
is a malt-based lineup of delicious, cocktail-inspired drinks in
the convenience of 24-ounce cans. A relatable brand offering
superior taste and 8% ABV, Slingers Signature Cocktails is the
winning choice with three fun and recognizable flavors: Bahama
Mama, Peach Screwdriver and Pineapple Punch. For more information,
visit drinkslingers.com or follow Slingers Signature Cocktails on
Facebook and Instagram. We Sling. You Drink!
- Slingers Signature Cocktails
Megan Bayles
Slingers Signature Cocktails
megan.bayles@bostonbeer.com
Boston Beer (NYSE:SAM)
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