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How Boston Beer’s Sun Cruiser USGA Deal and Sports Tie-ins At Boston Beer Company (SAM) Have Changed Its Investment Story
In March 2026, Boston Beer Company announced that director Michael Spillane will retire from its board after the 2026 Annual Meeting, while its Sun Cruiser vodka iced tea secured a multi-year USGA partnership and Samuel Adams released a limited “Our City. Our Beer.” variety pack created with four Boston sports legends.
Together, these moves highlight Boston Beer’s push to grow Sun Cruiser within the expanding RTD cocktail category and deepen Samuel Adams’ regional loyalty by linking the...