With ‘Hard Sports Drinks,’ Spirits Are Boxing Out Beer — Yet Again

“The fourth category,” as Boston Beer Company (BBC) co-founder and recently reappointed chief executive Jim Koch is fond of saying, is “where the growth is.” This is an expedient thing for the leader of a company whose fortunes have long depended more on non-traditional products like Twisted Tea and Sun Cruiser than beer-flavored beer. The logic has a self-affirming circularity to it, too. The article With ‘Hard Sports Drinks,’ Spirits Are Boxing Out Beer — Yet Again appeared first on VinePair.