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Dear Client: Tip Top Proper Cocktails are building out a lane of their own in the crowded ready-to-drink space. The brand relies on complex, bar-quality canned cocktails. And the format is novel: really high proof offerings (20s-30s% ABV) in really small cans (100ml/3.4 oz.). They seem to be reaching an inflection point. They’re a top 10 velocity brand in Nielsen’s spirits RTD category, a very crowded data set, yet they’re not even among the top 45 distributed brands, so they’re
Jim Gets Candid on Reviving Boston’s Sluggish Brands
Dear Client: Off the back of announcing its innovative glow-in-the-dark, lightbulb-shaped RTD innovation, LYTT, Boston Beer chief Jim Koch shared more from the stage at Goldman Sachs Global Staples Forum yesterday about behind the scenes work to turn around other core beyond beer brands in company’s portfolio, Truly and Twisted Tea. TRULY’S WORLD CUP MOMENT AT RETAIL. Asked about the opportunity this summer’s big events present for the beer category, Jim brought big expectations back down to earth. “I don’t
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