How to produce and distribute a popular brand like Truly in a country 10,000 miles away? Find a partner to do it.
Boston Beer is finding that partnering may be a lot more efficient than trying to take on ambitious expansion campaigns on its own. Just this year, Boston has partnered with Beam Suntory to take Truly into bottled spirits, teamed up with PepsiCo to create HARD MTN DEW and signed an agreement with WeedMD RX Inc. to launch a new portfolio of non-alcoholic cannabis-infused beverages in Canada.
Here goes Boson again, announcing that it will partner with Campari Australia to make a deal which will allow Campari Australia to manufacture and distribute Truly Hard Seltzer in Australia beginning February 2022.
More on the deal here.