Sun Cruiser Makes a Big Game Play with Regional Ad Buy Amid Rapid Expansion
Boston Beer Company (SAM) is making a strategic move with its Sun Cruiser Iced Tea & Vodka brand by airing a regional Big Game commercial in 10 key markets, including Boston, Denver, and Miami. The 15-second spot, titled 'Let the Good Times Cruise,' represents the brand's biggest marketing initiative to date, aiming to establish Sun Cruiser as America's leading premium hard tea brand.
The company is expanding its portfolio with the launch of Sun Cruiser Lemonade & Vodka, featuring a variety pack of four flavors at 4.5% ABV. To support national expansion in 2025, SAM is implementing comprehensive growth initiatives, including national TV and digital advertising, a dedicated sales team, and an expanded brand ambassador program.
Boston Beer Company (SAM) sta effettuando una mossa strategica con il suo marchio Sun Cruiser Iced Tea & Vodka trasmettendo una pubblicità regionale per il Big Game in 10 mercati chiave, tra cui Boston, Denver e Miami. Lo spot di 15 secondi, intitolato 'Let the Good Times Cruise', rappresenta la più grande iniziativa di marketing del marchio fino ad oggi, con l'obiettivo di affermare Sun Cruiser come il principale marchio di tè alcoholic premium in America.
L'azienda sta ampliando il proprio portafoglio con il lancio di Sun Cruiser Lemonade & Vodka, che presenta un pacchetto assortito di quattro gusti con il 4,5% ABV. Per supportare l'espansione nazionale nel 2025, SAM sta implementando iniziative di crescita complete, tra cui pubblicità televisiva nazionale e digitale, un team di vendita dedicato e un programma di ambasciatori del marchio ampliato.
Boston Beer Company (SAM) está realizando un movimiento estratégico con su marca Sun Cruiser Iced Tea & Vodka, emitiendo un comercial regional para el Big Game en 10 mercados clave, incluyendo Boston, Denver y Miami. El anuncio de 15 segundos, titulado 'Let the Good Times Cruise', representa la mayor iniciativa de marketing de la marca hasta la fecha, con el objetivo de establecer a Sun Cruiser como la principal marca de té alcohólico premium en Estados Unidos.
La compañía está expandiendo su portafolio con el lanzamiento de Sun Cruiser Lemonade & Vodka, que presenta un paquete variado de cuatro sabores con un 4.5% ABV. Para apoyar la expansión nacional en 2025, SAM está implementando iniciativas de crecimiento integrales, incluyendo publicidad nacional en televisión y digital, un equipo de ventas dedicado y un programa ampliado de embajadores de marca.
보스턴 비어 컴퍼니 (SAM)은 선 크루저 아이스 티 & 보드카 브랜드와 함께 전략적 이동을 취하고 있으며, 보스턴, 덴버, 마이애미 등 10개의 주요 시장에서 지역 Big Game 광고를 방송하고 있습니다. 15초 분량의 광고 'Let the Good Times Cruise'는 브랜드의 가장 큰 마케팅 이니셔티브로, 선 크루저를 미국 최고의 프리미엄 하드 티 브랜드로 자리매김하는 것을 목표로 하고 있습니다.
회사는 4.5% ABV의 네 가지 맛이 포함된 다양 pack로 선 크루저 레모네이드 & 보드카를 출시하며 포트폴리오를 확장하고 있습니다. 2025년 국가적 확장을 지원하기 위해 SAM은 국가 TV와 디지털 광고, 전담 영업 팀, 확장된 브랜드 앰배서더 프로그램 등 포괄적인 성장 이니셔티브를 구현하고 있습니다.
Boston Beer Company (SAM) effectue un mouvement stratégique avec sa marque Sun Cruiser Iced Tea & Vodka en diffusant une publicité régionale pour le Big Game dans 10 marchés clés, y compris Boston, Denver et Miami. Le spot de 15 secondes, intitulé 'Let the Good Times Cruise', représente la plus grande initiative marketing de la marque à ce jour, visant à établir Sun Cruiser comme la principale marque de thé alcoolisé premium en Amérique.
L'entreprise élargit son portefeuille avec le lancement de Sun Cruiser Lemonade & Vodka, qui propose un pack varié de quatre saveurs avec 4,5% d'ABV. Pour soutenir l'expansion nationale en 2025, SAM met en œuvre des initiatives de croissance complètes, notamment de la publicité nationale à la télévision et sur le numérique, une équipe de vente dédiée et un programme d'ambassadeurs de marque élargi.
Boston Beer Company (SAM) trifft eine strategische Entscheidung mit ihrer Marke Sun Cruiser Iced Tea & Vodka, indem sie einen regionalen Big Game-Werbespot in 10 wichtigen Märkten, einschließlich Boston, Denver und Miami, ausstrahlt. Der 15-sekündige Spot mit dem Titel 'Let the Good Times Cruise' stellt die größte Marketinginitiative der Marke bis heute dar, mit dem Ziel, Sun Cruiser zur führenden Premium-Hard-Tea-Marke in Amerika zu etablieren.
Das Unternehmen erweitert sein Portfolio mit der Einführung von Sun Cruiser Lemonade & Vodka, das ein Sortiment aus vier Geschmacksrichtungen mit 4,5% ABV umfasst. Um die nationale Expansion im Jahr 2025 zu unterstützen, implementiert SAM umfassende Wachstumsinitiativen, einschließlich nationaler TV- und Digitalwerbung, einem speziellen Vertriebsteam und einem erweiterten Markenbotschafterprogramm.
- Strategic expansion into new markets through regional Big Game advertising
- Product line expansion with new Lemonade & Vodka variety pack
- Investment in dedicated sales force and brand ambassador program
- National retail rollout planned for 2025
- Significant marketing expenses required for national expansion
- Competitive pressure in premium hard tea market
Insights
This regional Big Game advertising play signals a calculated risk by Boston Beer Company, investing substantially in the Sun Cruiser brand's expansion. The targeted approach to 10 key markets minimizes financial exposure while maximizing potential ROI in strategically important regions. The move is particularly notable given the challenging environment for alcoholic beverage companies, where traditional beer sales have been declining.
The simultaneous launch of Sun Cruiser Lemonade & Vodka represents a strategic portfolio expansion that could help capture market share in the growing ready-to-drink (RTD) segment. The timing is opportunistic, as RTD beverages have seen double-digit growth rates, with premium offerings leading the category. The 4.5% ABV positioning aligns with consumer preferences for moderate-alcohol options.
The investment in a dedicated sales force and expanded brand ambassador program indicates Boston Beer is committing significant resources to ensure successful execution. This infrastructure development suggests management's confidence in Sun Cruiser's potential to become a meaningful revenue contributor, potentially helping offset challenges in their core beer portfolio.
However, this expansion carries execution risks. The RTD market is increasingly crowded with both established players and new entrants and building brand awareness requires substantial marketing investment. The success of this initiative will be important for Boston Beer's growth strategy, especially as they seek to diversify beyond their traditional product lines.
The product development strategy behind Sun Cruiser reveals sophisticated market understanding. The bubble-free formulation differentiates it from traditional hard seltzers and aligns with premium positioning, while the variety pack format has proven highly successful in the RTD category, driving trial and maximizing shelf presence.
The packaging mix - including 8-packs, 700ml singles and 24-pack options - demonstrates a well-thought-out channel strategy targeting both immediate consumption and stock-up occasions. This flexibility in format could help secure valuable retail placement and optimize distribution economics.
The expansion timing, launching ahead of peak summer season, is strategically sound. However, the category's high seasonality pattern means successful execution of the spring marketing push is critical for capturing summer demand. The Big Game ad placement, while expensive, could help build awareness before the important summer selling season.
The dedicated sales team investment suggests Boston Beer is preparing for significant volume expectations. This structure could help maintain focus on Sun Cruiser while protecting core brand execution, but will impact operating expenses in the near term as the brand scales.
The Boston Beer Company’s new Iced Tea & Vodka brand makes a bold move to become America’s #1 premium hard tea brand, airing a TV commercial in Sunday’s Big Game
BOSTON, Feb. 05, 2025 (GLOBE NEWSWIRE) -- Sun Cruiser Iced Tea & Vodka is bringing a taste of summer to football fans this Sunday, positioning itself as the must-have drink for game day celebrations and beyond.
Just one year after its regional debut, Boston Beer Company’s fast-growing hard tea brand is making a bold move toward national expansion with its first-ever Big Game commercial. The spot will air in key media markets—including Boston, Denver, Detroit, Kansas City, Las Vegas, Miami, Milwaukee, Minneapolis, San Diego, and Tampa—marking Sun Cruiser’s biggest brand moment yet as it sets its sights on becoming America’s #1 premium hard tea.
A Big Moment for a Brand on the Rise
The 15-second commercial, “Let the Good Times Cruise,” reinforces Sun Cruiser’s refreshing, easy-drinking appeal and captures the laid-back feeling of kicking back with friends outdoors, soaking up the sun and savoring good times.
To view the ad, click HERE.
“Less than a year ago, Sun Cruiser didn’t even exist,” said Jim Koch, founder and brewer of Boston Beer Company. “Now, we’re stepping onto the biggest stage in American sports. We see massive potential for Sun Cruiser, and this ad is just the beginning. The more people try it, the more they love it.”
Fueling Expansion with Increased Investment
Sun Cruiser’s Big Game ad is part of a broader media push as Boston Beer Company ramps up investment behind the brand in 2025. In addition to new national TV and digital advertising to align with a national retail rollout, the company is strengthening its sales force with a dedicated Sun Cruiser sales team and expanding its brand ambassador program to support its growing footprint.
New to Store Shelves: Sun Cruiser Lemonade & Vodka
Building on the early success and momentum of its Iced Tea & Vodka, Sun Cruiser is expanding the portfolio with the launch of Sun Cruiser Lemonade & Vodka, a bubble-free blend of real lemonade and premium vodka. At
For more information about Sun Cruiser Iced Tea & Vodka or Sun Cruiser Lemonade & Vodka, visit www.drinksuncruiser.com. To find Sun Cruiser near you, check out the brand’s product finder.
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FAQ
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