boston beer co. inc.
Dec 1, 2023, 10:41 AM EDT
Bud Light's marketing push rolled out two months ago has been a headache and a costly move for parent company Anheuser-Busch and its shareholders.
Samuel Adams introduced its fist non-alcoholic beer in 2022, winning a gold medal at the Great American Beer Festival, and introduced Remastered Boston Lager in 2023.
Boston Beer, the company behind the Samuel Adams beer and Angry Orchard hard cider, will make the alcoholic Mountain Dew rendition, while PepsiCo has set up a new entity to sell the product, the companies said. They expect it to be on shelves in early 2022.
Boston Beer's management team underestimated the slowdown in the once red-hot hard seltzer category.