Truly Not Good: The Boston Beer Company (SAM) Sinks After Withdrawing 2021 Guidance on Hard Seltzer Demand Trend Uncertainties

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Go back to Truly Not Good: The Boston Beer Company (SAM) Sinks After Withdrawing 2021 Guidance on Hard Seltzer Demand Trend Uncertainties

Boston Beer Financial Guidance Update

September 8, 2021 4:15 PM EDT

BOSTON, Sept. 8, 2021 /PRNewswire/ -- Since The Boston Beer Company, Inc.'s (the "Company's") last guidance update for fiscal year 2021 financial performance, the market for hard seltzer products has continued to experience decelerating growth trends. Industry reports have estimated that the full year 2021 volume for the hard seltzer market retail sales will have over 100 million fewer cases than the volumes estimated in May 2021 and over 30 million fewer cases than the volumes estimated in July 2021.  While demand for the Company's hard seltzer products continues to grow at faster than category rates in measured off-premise channels, we believe there will... More