Truly Hard Seltzer Launches Believe, USA Campaign for U.S. Soccer
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 08 2026
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Should l Buy SAM?
Source: Newsfilter
- Nationwide Search: Truly Hard Seltzer is launching a nationwide search to rename one American town Believe, USA, showcasing support for the U.S. Men's National Soccer Team, which is expected to enhance brand visibility and strengthen emotional connections with consumers.
- Limited-Edition Cans: The introduction of 12 collectible city cans representing 11 participating cities and the nation aims to attract consumers through unique designs, promoting sales and enhancing brand loyalty.
- Comprehensive Campaign: The “Drink like a Believer” nationwide campaign will utilize multiple channels to reach fans across the country, increasing brand exposure and engaging more soccer enthusiasts, which is expected to significantly boost sales.
- Celebrity Endorsement: USMNT star Weston McKennie encourages fans to participate, enhancing brand image and leveraging celebrity influence to attract more consumer attention, further solidifying Truly's market position.
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Analyst Views on SAM
Wall Street analysts forecast SAM stock price to fall
9 Analyst Rating
1 Buy
7 Hold
1 Sell
Hold
Current: 245.330
Low
192.00
Averages
239.01
High
326.00
Current: 245.330
Low
192.00
Averages
239.01
High
326.00
About SAM
The Boston Beer Company, Inc. is engaged in the business of selling alcohol beverages throughout the United States and in selected international markets, under various trade names. The trade names include The Boston Beer Company, Twisted Tea Brewing Company, Hard Seltzer Beverage Company, Angry Orchard Cider Company, Dogfish Hea Craft Brewery, Dogfish Head Distilling Co., Angel City Brewing Company, Coney Island Brewing Company, Green Rebel Brewing Co., TeaPot Worldwide, Sun Cruiser Beverage Co., American Fermentation Company LLC, and Sinless Spirits Company. It produces alcohol beverages, including flavored malt beverages, hard seltzer, beer, hard cider, spirits-based ready-to-drink beverages (spirits RTDs) and distilled spirits at Company-owned breweries and its cidery and under contract arrangements at other production facilities. The four primary Company-owned breweries are focused on production and research and development. The Company sells its beverages in various packages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Truly Hard Seltzer Launches Believe, USA Campaign for U.S. Soccer
- Nationwide Search: Truly Hard Seltzer is launching a nationwide search to rename one American town Believe, USA, showcasing support for the U.S. Men's National Soccer Team, which is expected to enhance brand visibility and strengthen emotional connections with consumers.
- Limited-Edition Cans: The introduction of 12 collectible city cans representing 11 participating cities and the nation aims to attract consumers through unique designs, promoting sales and enhancing brand loyalty.
- Comprehensive Campaign: The “Drink like a Believer” nationwide campaign will utilize multiple channels to reach fans across the country, increasing brand exposure and engaging more soccer enthusiasts, which is expected to significantly boost sales.
- Celebrity Endorsement: USMNT star Weston McKennie encourages fans to participate, enhancing brand image and leveraging celebrity influence to attract more consumer attention, further solidifying Truly's market position.
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- New Target Price: The new target price is set at $250, an increase from the previous $230.
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- Market Availability: The new product is now available in several states including Ohio, Massachusetts, New Hampshire, Delaware, New Jersey, Florida, and Rhode Island, aiming to meet consumer demand for low-calorie beverages and further expand brand influence.
- Health Positioning: With only 100 calories and 1 gram of sugar per serving, and no bubbles, this product aligns with modern consumer preferences for healthier drinks, which is expected to enhance the brand's competitiveness in the health beverage market.
- Flavor Variety: The new offering features four fruit-forward flavors, including blueberry, blackberry, peach, and tropical passionfruit, providing a rich flavor combination that is likely to attract diverse consumer groups and enhance the brand's market appeal.
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- Market Growth Potential: Ready-to-drink cocktails are one of the fastest-growing segments in the global alcoholic beverage market, with Sun Cruiser emerging as the fastest-moving RTD in on-premise locations nationwide, indicating strong market demand and consumer preference.
- Brand Activation Integration: Sun Cruiser will promote its brand through on-site activations and hospitality spaces during the 2026 U.S. Women's Open and U.S. Open, aiming to enhance engagement with golf enthusiasts and elevate brand image.
- Product Features Highlighted: Sun Cruiser's lineup includes various flavors of iced teas and lemonades made with premium vodka and real ingredients, low in calories and without bubbles, catering to modern consumers' demand for convenience and high-quality beverages.
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Samuel Adams Launches 'Our City. Our Beer.' Variety Pack
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- Star Collaborations: The series is crafted in partnership with four Boston sports legends, including Derrick White and Julian Edelman, reflecting the brand's deep connection with local culture and is expected to attract more loyal consumers.
- Seasonal Sales Strategy: Each beer will rotate on draft during its corresponding sports season, ensuring that consumers can enjoy a matching beverage while watching games, which is likely to enhance brand penetration and customer loyalty.
- Community Engagement: Samuel Adams plans to host a launch party in Boston on April 4, 2026, where all four athletes will be present to serve consumers, further strengthening the brand's interaction and identity within the community.
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Boston Beer Expands Sinless Vodka Cocktails to 34 Markets
- Market Expansion Plan: Boston Beer Company announced the expansion of its Sinless Vodka Cocktails line from three test markets in 2025 to 34 U.S. markets in 2026, reflecting the company's confidence in the demand for zero-sugar cocktails and expected to significantly enhance market share.
- Product Features: Each 5% ABV Sinless cocktail contains only 100 calories, 0 grams of sugar, and 0 grams of carbs, and is naturally gluten-free due to its premium vodka base, catering to health-conscious consumers and enhancing brand appeal.
- Diverse Product Line: The Sinless series includes four single-fruit flavors available in 12 oz single-flavor 4-packs, 12 oz 8-packs, and 570 mL singles, aiming to attract various consumer segments and enhance product competitiveness in the market.
- Brand Revamp: The company is updating its brand image to distinguish itself from traditional light seltzer packaging, further solidifying its positioning in the rapidly growing ready-to-drink cocktail market, which is expected to drive sales growth and improve consumer recognition.
See More
Truly Hard Seltzer Launches Believe, USA Campaign for U.S. Soccer
- Nationwide Search: Truly Hard Seltzer is launching a nationwide search to rename one American town Believe, USA, showcasing support for the U.S. Men's National Soccer Team, which is expected to enhance brand visibility and strengthen emotional connections with consumers.
- Limited-Edition Cans: The introduction of 12 collectible city cans representing 11 participating cities and the nation aims to attract consumers through unique designs, promoting sales and enhancing brand loyalty.
- Comprehensive Campaign: The “Drink like a Believer” nationwide campaign will utilize multiple channels to reach fans across the country, increasing brand exposure and engaging more soccer enthusiasts, which is expected to significantly boost sales.
- Celebrity Endorsement: USMNT star Weston McKennie encourages fans to participate, enhancing brand image and leveraging celebrity influence to attract more consumer attention, further solidifying Truly's market position.
See More
BOSTON BEER COMPANY INC: UBS Increases Target Price from $230 to $250
- Company Announcement: Boston Beer Company has raised its target price for shares.
- New Target Price: The new target price is set at $250, an increase from the previous $230.
See More
Sun Cruiser Launches White Tea + Vodka Innovation
- Product Launch: Sun Cruiser introduces its White Tea + Vodka, becoming one of the first brands to offer a non-carbonated vodka-based white tea in the ready-to-drink market, marking its leadership in beverage innovation and likely attracting more consumer interest.
- Market Availability: The new product is now available in several states including Ohio, Massachusetts, New Hampshire, Delaware, New Jersey, Florida, and Rhode Island, aiming to meet consumer demand for low-calorie beverages and further expand brand influence.
- Health Positioning: With only 100 calories and 1 gram of sugar per serving, and no bubbles, this product aligns with modern consumer preferences for healthier drinks, which is expected to enhance the brand's competitiveness in the health beverage market.
- Flavor Variety: The new offering features four fruit-forward flavors, including blueberry, blackberry, peach, and tropical passionfruit, providing a rich flavor combination that is likely to attract diverse consumer groups and enhance the brand's market appeal.
See More
Sun Cruiser Named Official Ready-to-Drink Cocktail of U.S. Open and U.S. Women's Open
- Strategic Partnership Launch: Sun Cruiser has entered a multi-year partnership with the USGA, becoming the official ready-to-drink cocktail of the U.S. Open and U.S. Women's Open, which is expected to significantly enhance brand visibility and market share.
- Market Growth Potential: Ready-to-drink cocktails are one of the fastest-growing segments in the global alcoholic beverage market, with Sun Cruiser emerging as the fastest-moving RTD in on-premise locations nationwide, indicating strong market demand and consumer preference.
- Brand Activation Integration: Sun Cruiser will promote its brand through on-site activations and hospitality spaces during the 2026 U.S. Women's Open and U.S. Open, aiming to enhance engagement with golf enthusiasts and elevate brand image.
- Product Features Highlighted: Sun Cruiser's lineup includes various flavors of iced teas and lemonades made with premium vodka and real ingredients, low in calories and without bubbles, catering to modern consumers' demand for convenience and high-quality beverages.
See More
Samuel Adams Launches 'Our City. Our Beer.' Variety Pack
- New Product Launch: Samuel Adams has introduced the 'Our City. Our Beer.' Variety Pack, featuring four distinct beers designed to capture the passion and pride of Boston sports, thereby reinforcing its leadership position in the New England market.
- Star Collaborations: The series is crafted in partnership with four Boston sports legends, including Derrick White and Julian Edelman, reflecting the brand's deep connection with local culture and is expected to attract more loyal consumers.
- Seasonal Sales Strategy: Each beer will rotate on draft during its corresponding sports season, ensuring that consumers can enjoy a matching beverage while watching games, which is likely to enhance brand penetration and customer loyalty.
- Community Engagement: Samuel Adams plans to host a launch party in Boston on April 4, 2026, where all four athletes will be present to serve consumers, further strengthening the brand's interaction and identity within the community.
See More
Boston Beer Expands Sinless Vodka Cocktails to 34 Markets
- Market Expansion Plan: Boston Beer Company announced the expansion of its Sinless Vodka Cocktails line from three test markets in 2025 to 34 U.S. markets in 2026, reflecting the company's confidence in the demand for zero-sugar cocktails and expected to significantly enhance market share.
- Product Features: Each 5% ABV Sinless cocktail contains only 100 calories, 0 grams of sugar, and 0 grams of carbs, and is naturally gluten-free due to its premium vodka base, catering to health-conscious consumers and enhancing brand appeal.
- Diverse Product Line: The Sinless series includes four single-fruit flavors available in 12 oz single-flavor 4-packs, 12 oz 8-packs, and 570 mL singles, aiming to attract various consumer segments and enhance product competitiveness in the market.
- Brand Revamp: The company is updating its brand image to distinguish itself from traditional light seltzer packaging, further solidifying its positioning in the rapidly growing ready-to-drink cocktail market, which is expected to drive sales growth and improve consumer recognition.
See More
