Is Boston Beer's Innovation Pipeline Driving New Category Share?

Key Takeaways SAM said "beyond beer" now makes up most of its volume, making innovation central to category share gains.New products like Sun Cruiser and Twisted Tea extensions are gaining traction in RTD and flavored segments.Innovation is improving mix and margins, supporting reinvestment despite soft industry volume and competition.The Boston Beer Company Inc.’s (SAM) innovation pipeline has become central to its strategy as consumer demand shifts away from traditional beer toward flavored, functional an ...