Boston Beer Company’s Truly Hard Seltzer debuted in 2016 and has been on fire ever since. The flavored seltzers are one of the top 3 selling brands in the category in America. Building off that success, Boston Beer has announced their next creation in an already explosive category – Truly Lemonade.
Keeping with Truly’s “healthier” approach, Truly’s new Lemonade and family of flavors boast 100 calorie, 1 gram of sugar, and 5% alcohol by volume.
According to Casey O’Neill, Senior Manager of Product Development at Boston Beer says the Lemonade series has more flavor than the traditional hard seltzer.
“It really is the best of both worlds and brings together flavor and refreshment in a way that nothing else in the category does right now. Drinkers will have to taste it to believe it, but we’re confident they’ll love Truly Lemonade as much as we do.”
Truly Lemonade is available in Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade, and Mango Lemonade in 12oz/12ct variety packs, 16 & 24-ounce single-serve cans, nationally starting in January.
Style: Hard Seltzer/Hard Lemonade Hybrid
Availability: 12oz, 16oz, 24oz Cans. Nationally
Debut: January 2020
Boston Beer Company is expanding their Brewing The American Dream program nationally. Brewing the American Dream provides loans and industry-specific coaching, mentoring, and educational resources to business owners who find it difficult to access the capital and guidance needed to sustain and grow their businesses.The national expansion will target at least $1 million in new loans, across the United States. Boston Beer is also introducing a new Online Community, giving small businesses access to online resources in the food/beverage/hospitality segment. The site wil provide access to unparalleled resources to help them succeed.
The beer brewer has partnered with Accion, a microlender. To date, over $1 million has been loaned to over 150 businesses with a reported very low default rate.
“What differentiates Brewing the American Dream is the combination of loans and hands-on education,” said Jim Koch, brewer and founder of Samuel Adams. “Working with Accion, we identify small business applicants who are often viewed as too risky by traditional banks — yet at the forefront of job creation and growth within their local communities — and where a relatively modest loan can have a meaningful impact. From there, we get down in the trenches with them through one-on-one mentoring and coaching to help them grow their businesses.”
I was surprised when so many people seemed upset that Sam Adams Noble Pils was seemingly retired. Alpine Spring Lager is taking its place as the spring seasonal. As it turns out, yes Noble Pils is NOT the spring seasonal anymore, Pils has been promoted to year round status.
Noble Pils uses Bohemian floor malted barley and all 5 noble hops. It won in a landslide in the brewery’s 2009 Beer Lovers Choice Selection. This pilsner will return full time in Late February, 2012.
Boston Beer Company launched the Hardcore Cider brand in 1997. The Hardcore line is headed for retirement to give way to a new cider brand by the brewery. Some of the country has already seen some of these offerings, as Boston Beer has been quietly test marketing the cider on shelves in New England.
The launch of this new cider brand comes at a time where the company believes that there is very little brand loyalty among cider drinkers. According to Angry Orchard sales sheets, the cider category has grown 23% in 2011, with a profitable forecast in 2012. Target market? 23-30 year old males/females.
Angry Orchard will use only European & Italian apples. Apparently US domestic apples do not provide the same taste as imported apples.
French Bittersweet – Tannic “wine like” flavors, tart, great mouthfeel.
Italian Culinary Apples – Fruity. Adds complexity to cider
Crisp Apple, 5% ABV – The fresh apple aroma and slightly sweet, ripe apple flavor makes this cider hard to resist. 12oz bottles, Draft. 5% ABV (Lead Brand)
Apple Ginger, 5% ABV – The fresh ginger and apple flavors blend together for a sweet, yet slightly tart taste with a distinct ginger aroma. The result is a smooth, refreshing cider that goes down easy. 12oz bottles only.
Traditional Dry, 5.5% ABV – Our Traditional Dry Cider is made in the style of English draft ciders. This cider is bittersweet and slightly spicy with a bright apple aroma. The dryness makes you pucker and look forward to another sip. 12oz bottles only.
Expect these ciders launching nationally in March – April, 2012.
Samuel Adams has announced the winners of it’s The Samuel Adams Brewing the American Dream program that was instated to give small business owners the tools that they need to succeed — or as some may call it, realize the American Dream. The first ever recipients were Jim Woods of MateVeza out of San Francisco, CA and Chris Spinelli & Jon Mervine of Roc Brewing Co out of Rochester, NY. They will travel to Samuel Adams in Boston, MA to meet with employees about various topics including brewing and business. The goal of the program is to help start up brewers overcome the same challenges that Jim Koch faced as he was starting Sam Adams.
Jim Koch never forgot the hurdles that he faced in the beginning. After being turned down for several loans, he brewed his first batch of Boston Lager in his kitchen, bottled it, and hand delivered it. Jim will mentor Jim, Chris, and Jon as they begin to grow their breweries through this Experienceship. He will provide assistance in not only the brewing side of things but also the business side — ie. marketing, labeling, distribution, creative, legal, etc. All parties involved are very excited about the program. Jim Woods of MateVeza said, . “The greatest thing about the craft beer movement is the people behind it. This is a complicated industry, and gaining the tools and expertise necessary to bring MateVeza to the masses is truly a dream come true.”
BOSTON,MA – Samuel Adams announced the first ever recipients of its Samuel Adams Brewing the American Dream® Experienceship, a new mentoring opportunity offered as part of the Samuel Adams Brewing the American Dream philanthropy program. The recipients of theExperienceship, San Francisco-based brewer Jim Woods of MateVeza and Rochester, NY-based brewing partners Chris Spinelli and Jon Mervine of Roc Brewing Co., will have the opportunity to visit the Samuel Adams Boston Brewery and meet one-on-one with employees from the Samuel Adams team on a range of brewing and business topics.
The Samuel Adams Brewing the American Dream program provides small business owners with the essential ingredients (e.g., microloans, valuable exposure to business counseling and networking opportunities) to become financially independent and see their American dreams come true. The program is available to craft brewers nationwide as well as food, beverage, and hospitality small business owners in New England, Lehigh Valley, PA, Ohio, Chicago and New York City. The goal of the craft brewery component is to support small brewers who are facing the same hurdles around starting or expanding their microbrewery that Samuel Adams Founder and Brewer Jim Koch faced when he first started.
“At its core, the culture of brewing and drinking craft beer celebrates camaraderie, collaboration and an independent minded spirit,” said Samuel Adams Founder and Brewer Jim Koch. “We expanded the Brewing the American Dream program in this same vein, in the spirit of helping fellow craft brewers. I’ve never forgotten how hard it is to get started, and how many barriers to entry there are in the business of brewing. MateVeza and Roc Brewing Co. make delicious beers — and the brewers themselves are extremely talented. I’m thrilled to be able to support and mentor them through the Experienceship and watch their breweries grow.”
Twenty-seven years ago, Jim dreamt of starting a brewery but lacked the means to make that happen. He applied for several bank loans, but was turned down for each. With a determination to handcraft beer with a constant eye on quality and taste, Jim brewed his first batch of Samuel Adams Boston Lager® in his kitchen. He hand bottled and hand delivered the beer bar-to-bar and retail-to-retail shop. About 10 years later, Samuel Adams began its American Homebrew Contest®, which Jim envisioned as a springboard for other aspiring homebrewers to turn their passion for beer into successful businesses. Now, Jim is helping passionate brewers who have taken the next step from homebrewing to microbrewing by launching the craft brewer extension of the Samuel Adams Brewing the American Dream program and the Experienceship.
Offered exclusively to craft brewer beneficiaries of Samuel Adams Brewing the American Dream, theExperienceship was created to provide support across communications, branding, marketing, packaging, creative, legal, and sales and distribution-related issues.
“There’s real life experience and book experience, but nothing trumps learning from the experiences of people who have actually lived our dream,” said Roc Brewing Co. co-founder Chris Spinelli. “We recognize that we’re both young and we’re excited at the chance to ask questions and learn first-hand from those who live and breathe the craft brew culture.”
“I have never doubted the power of passion and a good idea, but I have come to realize the importance of execution,” said Jim Woods of MateVeza. “The greatest thing about the craft beer movement is the people behind it. This is a complicated industry, and gaining the tools and expertise necessary to bring MateVeza to the masses is truly a dream come true.”
Recipients of the Samuel Adams Brewing the American Dream Experienceship will have the opportunity to:
· Receive coaching from various employees of The Boston Beer Company & the craft beer industry (functional areas can include finding and buying ingredients , quality assurance, graphic design, accounting/finance, legal, marketing, sales & distribution among others)
· Visit the Samuel Adams Boston Brewery and meet with Samuel Adams brewers
· Participate in “Negotiation and Selling Skills” classes taught by The Boston Beer Company’s trainers
· Receive financial support to exhibit at industry events and expos
To learn more about Samuel Adams Brewing the American Dream and the Experienceship, please visitwww.samueladams.com/btad.
THE BOSTON BEER COMPANY BACKGROUND
The Boston Beer Company began in 1984 with a generations-old family recipe that Founder and Brewer Jim Koch uncovered in his father’s attic. After bringing the recipe to life in his kitchen, Jim brought it to bars in Boston with the belief that drinkers would appreciate a complex, full-flavored beer, brewed fresh in America. That beer was Samuel Adams Boston Lager®, and it helped catalyze what became known as the American craft beer revolution.
Today, the Company brews more than 30 styles of beer. The Company uses the traditional four vessel brewing process and often takes extra steps like dry-hopping, barrel-aging and a secondary fermentation known as krausening. It passionately pursues the development of new styles and the perfection of its classic beers by constantly searching for the world’s finest ingredients. While resurrecting traditional brewing methods, the Company has earned a reputation as a pioneer in another revolution, the “extreme beer” movement, where it seeks to challenge drinkers’ perceptions of what beer can be. The Boston Beer Company strives to elevate the image of American craft beer by entering festivals and competitions the world over, and in the past five years it has won more awards in international beer competitions than any other brewery in the world. The Company remains independent, and brewing quality beer remains its single focus. While Samuel Adams is the country’s largest-selling craft beer, it accounts for just under one percent of the U.S. beer market. For more information, please visit www.samueladams.com.