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The price is a reference to how long the Inspiration4 crew was in space - 2 days, 23 hours, and 3 minutes. 16, with a four-pack of 16-ounce cans going for $22.33. Beers in spaceīoston Beer will be releasing Space Craft, a West Coast-style IPA, on Nov.
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That decision alone was a $54 million financial hit. Chairman Jim Koch said Boston Beer was dumping millions of cases of the beverage down the drain because hard seltzer has a limited shelf life after which its taste suffers, and the company didn't want to risk letting the seltzer sit in the hands of distributors long enough to get stale. Direct costs associated with that market shift in the third quarter totaled $102 million. Unfortunately, Truly's sales growth trajectory was far weaker than management had expected.Īs a result, Boston Beer was left on the hook for payments to its contract brewers and also stuck with an excess of seltzer inventory. Its Truly brand has become the second-biggest hard seltzer on the market, and Boston Beer has been investing significant sums of money into expanding its own production capacity so it could avoid the added costs of using third-party contractors to make the alcoholic beverage.