For webcast and materials: CLICK HERE
We hosted a Black Book presentation on hard seltzer and the Boston Beer Company (SAM) on 8/11. 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.
In the call, we go over:
- A general overview of the product and its appeal
- The explosion of the hard seltzer market and where we see it heading
- Growth opportunities
- The impact of the COVID-19 pandemic on hard seltzer sales
- Market share and competitive landscape
- Potential headwinds and risks
- Explaining why SAM is on the SHORT Bias List, along with TAP, and why BUD is on our LONG Bias List
