Beam Suntory and Boston Beer partner to expand Sauza and Truly

By Rachel Arthur

- Last updated on GMT


Related tags boston beer co hard seltzer Beam Suntory

Beam Suntory and The Boston Beer Company have formed a long-term, strategic partnership to extend select brands: starting with expanding Sauza tequila further into RTDs and Truly Hard Seltzer into bottled spirits.

Global spirits company Beam Suntory and US craft beer pioneer Boston Beer say the partnership will allow them to extend iconic brands into new fast-growing alcohol beverage categories. The first products from the partnership are expected to launch in the US in mid-2022.   

For Beam Suntory, the partnership will ‘turbo charge’ its US RTD business (it already has a strong RTD portfolio in Japan, Australia and Germany) building on the acquisition of On The Rocks premium cocktails and the launch of Hornitos seltzers and Jim Beam Highball. The first part of the partnership will see its Sauza tequila expand into additional RTD formats with the help of Boston Beer’s expertise, production capabilities and distribution footprint.

“We are each tapping opportunities in adjacent categories by unleashing our shared creativity and respective distribution strengths in spaces that resonate with consumers,”​ said Albert Baladi, Beam Suntory President & CEO. “We’re expanding the reach of loved, iconic brands that have tremendous equity, credibility, and consumer loyalty. Beam Suntory and Boston Beer understand brand building, and as pioneers in premium spirits and craft beer, our combined possibilities are limitless.”

Meanwhile, Boston Beer (whose portfolio includes Samuel Adams, Dogfish Head beer, Truly Hard Seltzer, Twisted Tea Hard Iced Tea and Angry Orchard Hard Cider) plans to expand Truly Hard Seltzer – ‘the fastest growing hard seltzer on the market’ – into bottled spirits thanks to Beam Suntory’s distilling expertise and distribution network.

“Our industry is rapidly evolving, and consumers are looking for new and exciting options that suit a wide variety of occasions, and we couldn’t be happier to have found the perfect partner to extend our brands into the spirits category,”​ said Dave Burwick, CEO of The Boston Beer Co. “This unique, win-win collaboration opens a new frontier for our industry-leading Truly Hard Seltzer brand as we expand into bottled spirits and also allows us to bring a great tequila brand into our best-in-class wholesaler network.”

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