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Boston Beer sales took a downward turn in Q2 as depletions dipped 6%, dragging STRs down 5% for the year with shipments down 5.6%, -213K bbls to 3.6 mil bbls thru 1st half of 2026, co reported and sibling pub INSIGHTS Express wrote separately. While Twisted Tea and Truly hard seltzer are the main drags for Boston, declines in Q2 included a Dogfish Head dip too, ending its previous 4-qtr growth streak, execs shared. Dogfish is no longer getting as big a boost from its line of Grateful Dead-branded brews as the Juicy Pale laps last yr’s strong rollout while its Minute IPA family and other core brews declined at steeper rates this qtr, scan data shows. In fact, Grateful Dead Juicy Pale was down low-double-digits in off-prem scans for the qtr, including nearly 20% dip in more recent periods. Yet the Grateful Dead family is still collectively up double digits in scans for the qtr and the year with incremental sales from new Citrus Daydream lager offsetting Juicy Pale’s dip. Plus, Juicy Pale remains strongest in on-prem and indie channels including ~40% of its mix sold on-prem. And Dogfish Canned Cocktails had been growing, last we spoke to founder Sam Calagione in Jun. But the fam’s no longer growing overall, including beer sales off 6-7% for the year in scans.Sam Adams Down but Improving in Recent Periods; Stronger On-Prem with World Cup/Boston Surge Sam Adams is softer for the year with volume down low-double-digits for the year in scans. Sam Seasonal, Boston Lager, non-alc brews and American Light are dragging biz most of all, with the latter down significantly as it laps last yr’s launch. But trends noticeably improved in the last 4 wks, founder, chairman and ceo Jim Koch called out during co’s earnings call. Especially for Boston Lager, which saw sales jump double digits for 4 wks thru Jul 12 in Circana MULC data, CBN notes. And sales across Boston Beer’s portfolio were “strong” on-premise, Jim pointed out.That includes Sam Adams Summer Ale notching the top draft share gain among craft brands and one of the top share gains in beer in BeerBoard data (see Jul 22 issue). During the World Cup, co’s on-prem biz in the city of Boston surged up 30%, Jim shared, including “record sales at our taprooms this summer as soccer fans from Scotland and all over the world celebrated and discovered” Sam Adams brews. America’s 250th was also “a big weekend for us” as well, said Jim, landing more in Q3 than Q2. So Sam Adams is on a better trajectory, albeit still down vs yr ago. Sam Adams Seasonal transition was listed among a few “volume tailwinds in the second half,” along with “more contribution from our innovation and international brands.” And Sam Adams is slated to take part in some of that international lift too (see below).Angry Orchard “Continued Growth” Driven by Crisp and Crisp Imperial On a brighter note, Angry Orchard posted its 5th consecutive qtr of volume growth, Jim noted. That continues to be led by lead style Crisp Apple and higher-ABV Crisp Imperial, with the latter up more than 60% in Q2 scans, he shared. Crisp Imperial is now AO’s clear #2 brand in the portfolio. And both Green Apple and Angry Orchard variety pk continue to grow double digits this yr as well. The variety pk has particularly tuff comps comin’ up this fall following last yr’s successful Halloween campaign with the Jason/Friday the 13th horror movie franchise. Tho it’s following that up with a Scream movie collab pack this yr, Jim reminded. Angry Orchard volume is up mid-singles this year in tracked off-prem channels.

Dogfish Growth Streak Ended in Q2; Grateful Dead Brews Runnin’ Outta Steam in Scans; SAM Craft & Total Biz Soft Thru 1st Half

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