Carb problems... Beer feels 'em. We've been chatting with you for weeks about declining sales (beer is now under 50% of all alcohol consumed in the US). And Boston Beer Co. is obsessed with ales — it owns Sam Adams, just bought IPA fan Dogfish Head, and often touts its beard-approved craft status. But research firm IRI recently reported this stat: Only 25% of Boston Beer's biz is beer. That means 75% is non-beer stuff... In fact, its new profit puppy is super clear: Truly Hard Seltzer. The citrus-infused, gluten-free option has been Boston's summer tailgate champ, driving the company's 21% increase in shipments last quarter. Here's the rest of Boston Beer's non-beer, beach-beverage roster: - Truly: Sorry, had to mention this one again — its sales surged 163% last quarter from the year before (prepping for peak summer).
- Twisted Tea: The hard iced tea sat back and enjoyed 22% sales growth.
- Angry Orchard Cider: Just came out with a "rosé" option, because, rosé.
- Other non-beer bets: A hard kombucha called Tura and a "craft" hard tea that goes by Wild Leaf.
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