What The Finnish Long Drink Founders Think of Their Suddenly Crowded Category

Dear Client:   Chasing more beyond beer opportunities, Boston Beer announced earlier this month that it was getting into the "long drink" game with a malt-based offering called Bevy, to be sold through its regular wholesaler network [see BBD 09-08-2021].  That followed a late July announcement from Royal Unibrew, which said it would start importing Finnish brand, Hartwall Original Long Drink, to big U.S. markets -- California, Georgia, New York, Connecticut, Rhode Island, and Massachusetts, with a mixed bag of beer