The Boston Beer Company, renowned for its iconic brands such as Samuel Adams, Twisted Tea, Truly Hard Seltzer, Angry Orchard, and Dogfish Head, introduces a pioneering non-alcoholic beverage, General Admission (<0.5% ABV). General Admission marks a significant milestone as it fuses the refreshing essence of a non-alcoholic beer with the vibrant flavors of a fruited seltzer water, delivering a unique experience for the sober-minded consumer.
Tailored for individuals seeking to moderate their alcohol consumption without compromising on flavor, General Admission offers a selection of four tantalizing fruit-forward options: Lemon-Lime, Orange Ovation, Grapefruit Groove, and Raspberry Remix.
“The non-alc category is seeing explosive growth (up more than 30% in 2023, according to NIQ**) and it is becoming a sizable piece of the industry. In fact, non-alc is now bigger than hard cider***,” said Tim Kerrigan, The Boston Beer Company’s Assistant Head of Innovation. “Knowing that, we wanted to create a new type of product that offers a much broader view of what we believe non-alc can be. We believe it’s actually alcohol drinkers that are the primary consumers of non-alc products, and we must find a way to make something that appeals to everyone, whether they drink spirits, beer, wine or only non-alc. That was the inception point for General Admission, and we’re excited to see how consumers will respond to this unique brand and its distinct proposition.”
