Boston Beer Company bets big on boozy lemonade

Wine and beer haven’t quite gone bust, but sales have declined in the last couple of years. Other adult-beverage categories have taken a sip out of some of the sales, but Americans are also drinking less, and there has been a shift to mocktails and non-alcoholic beer, which account for part of the drop. 

Uncarbonated canned cocktails, part of the ready-to-drink (RTD) category, are one bright spot in the adult-beverage category. 

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According to data company Circana, vodka-infused teas and lemonade grew 332% in 2024, which may be why brands like Anheuser-Busch and Coca-Cola’s Red Tree Beverages have jumped in with both feet. 

Anheuser-Busch sells Cutwater Spirits, Nutryl, and Phorm Energy, while Red Tree Beverages has Jack Daniel’s Coca-Cola, Simply Spiked Lemonade, and Topo-Chico Margarita Hard Seltzer. 

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Now Boston Beer Company  (SAM)  is expanding its offerings, too.

Boston Beer Company, parent company to Sam Adams Lager, is no stranger to this category, since the company also owns Truly and Twisted Tea. These malt-liquor beverages have been top sellers for years.

Ready-to-drink sales are increasing

Though alcohol sales in general are down in the U.S. — around 1% in 2024 compared to 2023, according to the Distilled Spirits Council of the United States — some categories are growing, including RTD. 

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The global RTD market was estimated to be around $3.2 billion in 2024, and is expected to experience a compound annual growth rate (CAGR) of around 15% from 2025 to 2030, according to market-research company Grandview Research. The company’s 2024 “Ready-to-Drink Cocktails Market Size Share & Trends Analysis” offered an in-depth look at the category. 

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Sam Adams’ new canned vodka lemonade is an expansion of an award winner

Sales of those two RTD brands have reportedly softened, but the brewer launched its vodka-infused Sun Cruiser Iced Tea last year and has been pleased enough with sales that it decided to expand the line. 

The ready-to-drink Sun Cruiser Iced Tea & Vodka just earned the title of “Best Alcoholic Beverage” at the Bar & Restaurant Expo in Las Vegas, and now Boston Beer Company is expanding the line.

“In just the first year, Sun Cruiser has been able drive impressive growth and become a go-to choice for drinkers looking for a high-quality, spirits-based option that pairs best with fun under the sun,” said Senior Brand Director at Sun Cruiser Erica Taylor.

The additional flavors are Lemonade, Pink Lemonade, Strawberry Lemonade, and Lemonade & Iced Tea.

The Sun Cruisers line will be available in 45 states.

The drinks have a 4.5% ABV, 1 gram of sugar and 100 calories. At Total Wine, the 8-pack is currently $17.99.

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