Beam Suntory, Boston Beer partner to expand iconic brands
Partnership will bring Sauza tequila brand into U.S. RTD category, Truly Hard Seltzer into bottled spirits
Chicago-based Beam Suntory and The Boston Beer Co., Boston, have formed a long-term, strategic partnership to extend select iconic brands into some of the fastest-growing beverage alcohol segments. Through this partnership, Beam Suntory, a world leader in premium spirits, and Boston Beer, a pioneer in craft beer, initially plan to launch products that bring the Sauza tequila brand further into ready-to-drink beverages (RTDs), and Truly Hard Seltzer into bottled spirits.
The first new products resulting from this partnership will be available across consumer retail channels in the United States by mid-2022, with plans to expand across more key brands in the future.