Sun Cruiser Makes a Big Game Play with Regional Ad Buy Amid Rapid Expansion
Rhea-AI Summary
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.
Positive
- 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
Negative
- Significant marketing expenses required for national expansion
- Competitive pressure in premium hard tea market
News Market Reaction 1 Alert
On the day this news was published, SAM gained 0.52%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
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
What markets will SAM's Sun Cruiser Big Game commercial air in 2025?
What new product is SAM launching under the Sun Cruiser brand?
How is SAM supporting Sun Cruiser's national expansion in 2025?
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