SAMCOM: A-B Focused More than Ever on RTDs, Seltzer and Spirit-Based Drinks

Dear Client:  A-B did its first virtual Samcom today, kicking off with their distributor whisperer, Bob Tallett, anchoring a “Super Bowl Kickoff Show,” like sportscasters grokking a game. There were a few main themes, including A-B’s 2020 tailwinds and big hairy predictions for 2021 (including disrupting seltzer and making Mich Ultra the no. 2 beer brand in volume, as it already is in dollars), as well as a growing focus on beyond beer — especially for RTD spirits plays like