The future is looking bright for Boston Beer’s latest addition: Sun Cruiser.
Following a successful test launch in 2024, the range of ready-to-drink vodka lemonades and iced teas has rapidly climbed to become the fourth-largest RTD spirit offering, as stated by Boston Beer. The company has expanded distribution threefold and is anticipating another exceptional year in 2026, with the possibility of double or even triple-digit growth.
“[Sun Cruiser is] demonstrating the potential to become an iconic brand within our lineup,” said Erica Taylor, a senior marketing director at Boston Beer. “It has been a real success so far, but we believe there is still ample opportunity to further develop the brand.”
Similar to Stateside’s Surfside or Anheuser Busch’s Skimmers, Sun Cruiser aims to cater to the increasing consumer interest in spirit-forward, canned cocktails without the carbonation typically found in hard seltzers.
Despite its early achievements, Boston Beer is proceeding cautiously with Sun Cruiser. The brand is still in the process of establishing itself and aims to increase awareness before delving into new innovations.
“We want to ensure we don’t overwhelm consumers until we have firmly established the brand,” Taylor explained. “Our primary focus is on spreading the word to more people, which presents our biggest opportunity.”
Sun Cruiser has experienced initial success in bars, concerts, and other on-premise locations, surpassing the performance of other brands launched by Boston Beer. This success serves as a positive momentum indicator, with the brand gaining traction away from home where consumers can sample the product in a low-risk environment and associate it with enjoyable experiences shared with friends.
As Boston Beer scales the brand, the company aims to expand distribution, accelerate product turnover, and educate more consumers about a product that is not yet on the radar of many drinkers, primarily through brand ambassadors, advertising, and sampling.
The focus on innovation currently revolves around pack sizes rather than new flavors, with plans to introduce larger sizes for party gatherings and single cans at convenience stores to encourage trial purchases.
Success for Sun Cruiser would be a significant boost for Boston Beer, which also owns Angry Orchard, Twisted Tea, and Truly Hard Seltzer.
Similar to its competitors, the company has faced challenges as consumers shift their preferences from beer to non-alcoholic alternatives.
Twisted Tea and Angry Orchard have maintained their popularity, but Truly’s appeal has waned since its peak during the pandemic. Innovations like TeaPot, a cannabis-infused tea, and Hard Mtn Dew, part of a collaboration with PepsiCo, have yet to make a substantial impact on revenue.
In October, Boston Beer raised its profit forecast for fiscal 2025 due to reduced tariff impact. This announcement coincided with Jim Koch, Boston Beer’s founder and chairman, returning to the role of CEO.
As the craft brewer seeks to drive sales amid declining demand for its traditional brews, it will rely on brands such as Sun Cruiser.
“The beyond beer category share will continue to grow as younger and more diverse consumers seek alternatives to traditional beer,” Koch informed Wall Street analysts. “Our brands, including Sun Cruiser, are well-positioned to capitalize on this growth, and our strong culture of innovation enables us to adapt quickly to evolving consumer trends.”