Beam Suntory, Boston Beer partner to bring brands into new alcohol categories


Bottles of Beam Suntory Inc. spirits stand on display at a news conference in Tokyo, Japan.

Yuriko Nakao | Bloomberg | Getty Images

Maker’s Mark distiller Beam Suntory and Sam Adams brewer Boston Beer are joining forces through a new partnership that will bring the iconic brands into new categories.

Initial plans for the long-term partnership include branching Boston Beer’s Truly hard seltzer into the spirits category and using Beam Suntory’s Sauza brand for ready-to-drink beverages. Those new products will launch in mid-2022, and the companies plan to expand into more brands in the future.

Boston Beer CEO Dave Burwick and Beam Suntory CEO Albert Baladi already have plenty of experience…


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