Spiked Seltzer Boom Balances Weak Sam Adams Sales for Boston Beer

Better-than-expected sales of Boston Beer Co.’s Truly Hard Seltzer are helping to offset softer growth for the company’s flagship Sam Adams and Dogfish Head beers, according to analysts at Guggenheim.

The strong growth outlook for more innovative beverages such as Truly and Twisted Tea makes analyst Laurent Grandet more positive on third-quarter sales. “Truly is far outpacing our estimates with additional room to run next year, even as White Claw remains the category leader,” Grandet wrote. “Truly and Claw are now the law.”