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Boston Beer has been a leader in the hard seltzer wars—and they’re betting hard tea is the next big alcohol trend. The hard seltzer trend has been fueled by young drinkers, and is still going strong. Boston Beer’s Truly brand is one of the biggest hard seltzer players, and the brand’s stock jumped 130% this year. Now, they’re planning to launch a new product: Truly Tea will debut in January 2021, come in four flavors, and is expected to be popular with “health-conscious drinkers” who want a lighter alcohol drink. One analyst predicts that “hard seltzer and adjacent products” like (hard tea) will make up 15% of the beer category by the end of next year, while others say they will grow to 25% of the category in the next few years. (Barrons) |
