A new partnership is about to rock the spiked and sparkling world. The Boston Beer Company, makers of Truly Hard Seltzer, is teaming up with spirits company Beam Suntory in a long-term strategic partnership.

The partnership’s goal is to extend the reach of some of the pair’s most iconic brands into new, fast growing alcohol segments. First on the docket are more RTDs from the Sauza tequila brand, and bringing Truly Hard Seltzer into the bottled spirits space.

Consumers can expect to see the fruits of the new strategic partnership hit US markets by mid 2022. Innovative expansions from other iconic brands will follow.

“Our industry is rapidly evolving, and consumers are looking for new and exciting options that suit a wide variety of occasions, and we couldn’t be happier to have found the perfect partner to extend our brands into the spirits category,” said Dave Burwick, CEO of The Boston Beer Co.

“Beam Suntory shares our pioneering, entrepreneurial spirit, and the obsession with delivering high-quality products. This unique, win-win collaboration opens a new frontier for our industry-leading Truly Hard Seltzer brand as we expand into bottled spirits and also allows us to bring a great tequila brand into our best-in-class wholesaler network.”

In addition to Truly, Boston Beer is perhaps well known as the makers of Samuel Adams, an early pioneer in the craft beer market. It now also owns the Delaware craft brewery Dogfish Head.

In the beyond beer arena, Boston Beer produces Angry Orchard Hard Cider and Twisted Tea Hard Iced Tea. Over the last year Truly has been driving much of the company’s growth, with its innovative expansions including hard seltzer lemonade, iced tea, and the newest addition to the Trulyverse – hard seltzer punch.

Already a global leader in spirits, Beam Suntory will help bring Truly into the bottled liquor space, thanks to its “distilling expertise and robust distribution network,” according to a press release announcing the partnership.

Beam Suntory has been making moves to expand its ready-to-drink  (RTD) cocktail portfolio. In late 2020 the company acquired On the Rocks, a line of premium RTDs made with many of Beam Suntory’s liquor brands.

In 2021, it has already introduced canned cocktails including a tequila-based hard seltzer from Hornitos and the Jim Beam Highball. According to the press release, “Beam Suntory’s Sauza tequila brand will expand into additional RTD formats by leveraging Boston Beer’s expertise, production capabilities and distribution footprint.”

“We are each tapping opportunities in adjacent categories by unleashing our shared creativity and respective distribution strengths in spaces that resonate with consumers,” said Albert Baladi, Beam Suntory President & CEO.

“We’re expanding the reach of loved, iconic brands that have tremendous equity, credibility, and consumer loyalty. Beam Suntory and Boston Beer understand brand building, and as pioneers in premium spirits and craft beer, our combined possibilities are limitless.”

While Burwick calls the new strategic partnership a “win-win,” we’d paraphrase Michael Scott and call it a “win-win-win.” With Truly spirits and more RTD canned cocktails on the horizon, we win, too.

Erin Grafton
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