{
  "$type": "site.standard.document",
  "bskyPostRef": {
    "cid": "bafyreif32fmbhptfy65hp5yzzh7nh3g5tfzsnh2fba52mjnnf4z6g5yghq",
    "uri": "at://did:plc:6u2winhththahd5k42jh4ns3/app.bsky.feed.post/3mfvcvcaki2y2"
  },
  "coverImage": {
    "$type": "blob",
    "ref": {
      "$link": "bafkreiez5wm5tcz4u3drljwexow6mumnblfpdcid3gglexebx7oiesaxre"
    },
    "mimeType": "image/jpeg",
    "size": 152494
  },
  "path": "/articles/hop-take-hard-sports-drinks-spirits-beat-beer/",
  "publishedAt": "2026-02-27T05:01:57.000Z",
  "site": "https://vinepair.com",
  "tags": [
    "Reading About Drinking",
    "beer",
    "beer industry",
    "brewery",
    "Hop Take",
    "nhb",
    "sports",
    "With ‘Hard Sports Drinks,’ Spirits Are Boxing Out Beer — Yet Again",
    "VinePair"
  ],
  "textContent": "“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.\n\nThe article With ‘Hard Sports Drinks,’ Spirits Are Boxing Out Beer — Yet Again appeared first on VinePair.",
  "title": "With ‘Hard Sports Drinks,’ Spirits Are Boxing Out Beer — Yet Again"
}