Boston Takes Tea Into New Space with Vodka RTD, Sun Cruiser

Dear Client: BBD readers know that Boston Beer basically owns hard tea. YTD in scans, they have almost 90 dollar share of the malt-based hard tea segment [see BBD 04-05-2023] in food.  But spirits RTDs is one of the fastest-growing segments in bev alc, up roughly 40% YTD in NielsenIQ all-channel data. So it’s no wonder Boston Beer is looking to leverage its tea dominance in the vodka RTD space.  Yesterday the company announced Sun Cruiser Iced Tea + Vodka,