The Boston Beer Company Unveils Groundbreaking Non-Alcoholic Beverage Called General Admission, Now Accessible via Direct-to-Consumer Shipping

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.”

While currently stocked on shelves in Albany, New York, Raleigh, North Carolina, and across Indiana, accessibility knows no bounds. Drinkers nationwide can effortlessly acquire General Admission through direct-to-consumer shipping at www.drinkGA.com, eliminating the need for exclusive access codes or event wristbands. The ethos of General Admission revolves around inclusive, hassle-free refreshment, ensuring availability irrespective of time or location, for those aged 21 and above.

As a trailblazer in the beverage industry, The Boston Beer Company sets a benchmark for innovation and focus on consumers. Embracing a dual-pronged innovation approach, the company continuously evolves existing product lines to align with evolving consumer preferences while proactively conceptualizing new brands to capitalize on emerging market trends. Emphasizing a strategic balance between nationwide launches and limited test market releases, the company employs a learn-and-adapt methodology to refine offerings before scaling distribution.

“With General Admission, we’ll be testing not only how drinkers respond to the product itself, but also how we can best leverage a direct to consumer platform as an impactful sales tool for the future,” Kerrigan adds. “Because General Admission is non-alcoholic, we have the opportunity to simultaneously test and market our hypotheses on both a regional and national scale, both at traditional retail locations and through the growing e-commerce channel – it’s really a win from all angles.”

General Admission marks a watershed moment as the first Boston Beer brand to leverage direct-to-consumer shipping, revolutionizing product distribution channels.

For further insights into The Boston Beer Company and General Admission, visit www.bostonbeer.com and www.drinkga.com, respectively.

General Admission is available for direct-to-consumer shipping in the following states: AR, CO, DE, DC, IL, LA, MD, MN, MO, MT, NC, ND, NH, NJ, NM, NV, OH, OK, PA, RI, SD, TN, UT, VA, WA, WI, WV & WY.

About General Admission

From The Boston Beer Company, makers of Samuel Adams, Truly Hard Seltzer, Twisted Tea, Angry Orchard and Dogfish Head, General Admission is an exceptionally refreshing non-alcoholic fruit brew. Combining the flavor attributes of a non-alcoholic beer and a fruited seltzer water to create the ultimate sober-centric sipper, General Admission is designed for those that want to limit their alcohol intake, but certainly not their fun. General Admission is available in four deliciously fruit-forward flavors – Lemon-Lime, Orange Ovation, Grapefruit Groove and Raspberry Remix. For more, visit www.drinkga.com or follow General Admission on Facebook and Instagram.