Boston-based The Boston Beer Co., makers of Samuel Adams, Truly Hard Seltzer, Twisted Tea, Angry Orchard and Dogfish Head, announced the launch of Slingers Signature Cocktails, a malt-based lineup of full-flavor, 8% ABV cocktail-style drinks packaged in a 24-ounce can.
Debuting in three recognizable flavors — Bahama Mama, Peach Screwdriver and Pineapple Punch — Slingers is hitting shelves this month in Cleveland, Pittsburgh and select areas of New Hampshire, the company notes. With a superior taste, pricing that won’t break the bank and convenient single-serve formatting, Slingers was carefully crafted to capitalize on the triple-digit growth of the ready-to-drink (RTD) category and the growth of higher-ABV offerings, it says.
“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 Co., in a statement. “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."
The Slingers Signature Cocktails brand is all about instant gratification, the company says. Combining ease, 8% ABV and a great “bang-for-your-buck,” Slingers offers drinkers a quick, easy and affordable way to escape life’s monotony, even if only for a moment, it adds.
The Boston Beer Co. aspires to be the world’s most innovative, consumer-oriented beverage company, it says. Its two-fold innovation strategy includes thoughtful expansion of existing product lines to meet consumer needs, as well as purposeful development of new brands that capitalize on current and future industry trends, the company notes. While some new products are launched nationally, others will be released in a limited number of test markets to iterate and learn before expanding distribution, it says.
“Our two-tiered approach to innovation allows us to be both ‘big and small,’" said Robert Vail, head of innovation at Boston Beer Co., in a statement. “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.”
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