The Boston Beer Company Introduces Slingers Signature Cocktails 

The offering capitalizes on the rapid growth of the RTD category, particularly higher-ABV offerings.

April 14, 2023

BOSTON—The Boston Beer Company, makers of Samuel Adams, Truly Hard Seltzer, Twisted Tea, Angry Orchard and Dogfish Head, announced the launch of Slingers Signature Cocktails, a malt-based lineup of full-flavor, 8.0% ABV cocktail-style drinks in the convenience of a 24-ounce can.

Debuting in three flavors, Bahama Mama, Peach Screwdriver and Pineapple Punch, Slingers is hitting shelves this month in Cleveland, Pittsburgh and select areas of New Hampshire. Slingers was carefully crafted to capitalize on the triple-digit growth of the ready-to-drink (RTD) category and the growth of higher-ABV offerings.

“With its strong points of difference, relatable brand ethos and malt-based recipe, we really feel like we’ve got a winner in Slingers,” said Andrea Desaulniers, manager of innovation at Boston Beer. “And the brand’s physical attributes—a convenient, single-serve package with a higher-than-average ABV and eye-catching graphics—make it especially suited for the convenience store class-of-trade.” 

According to Boston Beer, the Slingers Signature Cocktails brand is all about instant gratification. Combining ease, 8.0% ABV and a great bang for your buck, Slingers offers drinkers a quick, easy and affordable way to escape life’s monotony and feel like a winner, even if only for a moment.

Desaulniers adds, “Cracking open a can of Slingers instantly transports you to good times. Whether that’s a neighbor’s backyard bash, a beach-side bartender slingin’ drinks, or somewhere in between—no judgement here!”

The Boston Beer Company aspires to be the world’s most innovative consumer-oriented beverage company. Its two-fold innovation strategy includes thoughtful expansion of existing product lines to meet consumer needs and purposeful development of new brands that capitalize on current and future industry trends. While some new products are launched nationally, others will be released in a limited number of test markets to iterate and learn before expanding distribution.   

“Our two-tiered approach to innovation allows us to be both ‘big and small’,” said Robert Vail, head of innovation at Boston Beer. “Regional test-and-learns like Slingers enable us to jump on trends quickly while also giving us the space to gather direct consumer feedback and hone the brand before expanding. It’s the best of both worlds.”  

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