The Boston Beer Company Debuts First-of-its-Kind Non-Alc Beverage, General Admission, Available Now via Direct-to-Consumer Shipping
19 Abril 2024 - 12:13PM
The Boston Beer Company, makers of Samuel Adams, Twisted Tea, Truly
Hard Seltzer, Angry Orchard and Dogfish Head, debuts a new
first-of-its-kind non-alcoholic beverage with General Admission
(<0.5% ABV). An exceptionally refreshing non-alcoholic fruit
brew, General Admission combines the flavor attributes of a
non-alcoholic beer and a fruited seltzer water to create the
ultimate sober-centric sipper. Designed for drinkers that want to
limit their alcohol intake, but certainly not their fun, General
Admission is available in four deliciously fruit-forward flavors –
Lemon-Lime, Orange Ovation, Grapefruit Groove and Raspberry Remix.
General Admission is currently available on
shelves in Albany, New York, Raleigh, North Carolina, and
throughout the state of Indiana, but folks elsewhere have no need
to fret. Drinkers from coast-to-coast* can snag some General
Admission at www.drinkGA.com … no special wristbands or VIP access
codes needed! General Admission is about easy, all-access
refreshment (for those 21 and older, of course), and that includes
when and where it can be purchased.
“The non-alc category is seeing explosive growth (up more than
30% in 2023, according to NIQ**) and it is becoming a sizable piece
of the industry. In fact, non-alc is now bigger than hard
cider***,” said Tim Kerrigan, The Boston Beer Company’s Assistant
Head of Innovation. “Knowing that, we wanted to create a new type
of product that offers a much broader view of what we believe
non-alc can be. We believe it’s actually alcohol drinkers that are
the primary consumers of non-alc products, and we must find a way
to make something that appeals to everyone, whether they drink
spirits, beer, wine or only non-alc. That was the inception point
for General Admission, and we’re excited to see how consumers will
respond to this unique brand and its distinct proposition.”
The Boston Beer Company aspires to be the most innovative,
consumer-oriented beverage company on the planet. Using a two-fold
innovation strategy, the company is committed to both thoughtfully
expanding existing product lines to meet shifting consumer needs
and purposefully developing new brands that capitalize on current
and future industry trends. While some new products will be
launched nationally, others will be released in a limited number of
test markets to iterate and learn before expanding distribution.
General Admission is the first brand from Boston Beer that will
utilize direct to consumer shipping as a method of product
distribution.
“With General Admission, we’ll be testing not only how drinkers
respond to the product itself, but also how we can best leverage a
direct to consumer platform as an impactful sales tool for the
future,” Kerrigan adds. “Because General Admission is
non-alcoholic, we have the opportunity to simultaneously test and
market our hypotheses on both a regional and national scale, both
at traditional retail locations and through the growing e-commerce
channel – it’s really a win from all angles.”
For more on The Boston Beer Company and General Admission, visit
www.bostonbeer.com and www.drinkga.com, respectively.
*General Admission is available via direct to consumer shipping
in the following states – AR, CO, DE, DC, IL, LA, MD, MN, MO, MT,
NC, ND, NH, NJ, NM, NV, OH, OK, PA, RI, SD, TN, UT, VA, WA, WI, WV
& WY.**NIQ, formerly known as Neilson IQ, is a company
dedicated to collecting and interpreting data related to consumer
buying behavior. ***Circana L52 WE 01/29/24
XXX
DIGITAL ASSETS: Product & Lifestyle Images
GENERAL ADMISSION:From The Boston Beer Company, makers of
Samuel Adams, Truly Hard Seltzer, Twisted Tea, Angry Orchard and
Dogfish Head, General Admission is an exceptionally refreshing
non-alcoholic fruit brew. Combining the flavor attributes of a
non-alcoholic beer and a fruited seltzer water to create the
ultimate sober-centric sipper, General Admission is designed for
those that want to limit their alcohol intake, but certainly not
their fun. General Admission is available in four deliciously
fruit-forward flavors – Lemon-Lime, Orange Ovation, Grapefruit
Groove and Raspberry Remix. For more, visit www.drinkga.com or
follow General Admission on Facebook and Instagram.
- Introducing General Admission
- An Exceptionally Refreshing Non-Alc Brew
Megan Bayles
General Admission Brewing Co.
megan.bayles@bostonbeer.com
Boston Beer (NYSE:SAM)
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