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We are hosting a Black Book presentation on hard seltzer and the Boston Beer Company (SAM) today at 2PM ET. Hard seltzer has been a significantly faster disrupter in the beer industry than the last one, craft beer. Nearly every beer producer is either a winner or loser based on its hard seltzer strategy. One of the unique aspects of the explosive growth in hard seltzer has been that the largest two brands have not lost share despite the even faster growth in competitive launches. We do not think that the duopoly’s share can remain steady in 2021 as several aspects of the market will change.
