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Thursday, July 15, 2021

Beam Suntory and The Boston Beer Company Partner to Expand Brands

Volume 344 | July 15, 2021
Beam Suntory and The Boston Beer Company Partner to Expand Brands

Leading beverage company Beam Suntory has announced a strategic partnership with The Boston Beer Company that will allow each of them to expand popular brands into fast-growing segments. The deal paves the way for Beam Suntory to bring Sauza tequila further into the ready-to-drink (RTD) segment and for Boston Beer to expand their Truly Hard Seltzer brand into bottled spirits. 
 
Boston Beer would utilize Beam Suntory’s distilling expertise and robust distribution network, while Beam Suntory would capitalize on Boston Beer’s expertise and production capabilities with RTDs. The first new products from the partnership are expected to be available in the U.S. by mid-2022. 
 
"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.

Further reading: PR Newswire
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