The Latest Chapter in Boston’s New Innovation Playbook

Dear Client:  Boston Beer has always been an innovation company, from helping create the craft category itself, to putting craft domestic cider on the map in 2011, to transforming the FMB and beyond beer categories with brands like Twisted Tea and Truly. The most interesting thing about that last statement is this: While Twisted is a 20-plus year growth story, Truly has of course seen among the worst declines in hard seltzer. Such see-sawing is all part of the innovation