Boston Beer Unveils Glow-in-the-Dark RTD Cans to Boost Summer Sales
SAM•Boston Beer introduced ready-to-drink cocktails packaged in glow-in-the-dark cans to enhance shelf visibility and event appeal. The new packaging debut supports the company’s summer RTD rollout as it seeks to boost RTD segment revenue.
1. Glow-in-the-Dark RTD Launch
Boston Beer has rolled out ready-to-drink cocktails in glow-in-the-dark cans, marking its first use of luminescent packaging within its RTD lineup. The cans illuminate at events and venues, designed to stand out on shelf and attract consumer attention after dark.
2. Market Positioning and Impact
This packaging innovation coincides with Boston Beer’s summer RTD push, aiming to drive higher trial rates and incremental revenue in the growing ready-to-drink segment. Enhanced visibility at nightlife and outdoor gatherings is expected to bolster brand recall and support volume growth.
