SAM - Coca-Cola plans big hard seltzer launch

Coca-Cola (KO) is targeting a launch of the company's first hard seltzer in the U.S. sometime during the first half of 2021. "I think these innovations that we’ve seen, including hard seltzer, are a trend of the consumer looking for new things, and if we want to be consumer-centric … then that's what’s taking us to this opportunity," notes Coca-Cola CEO James Quincey. The company plans to bring the hard seltzer product to market under the Topo Chico brand. Mike's Hard Lemonade’s White Claw and Boston Beer's (SAM) Truly are the biggest brands in the hard seltzer category. As the Cowen chart below shows, hard seltzer sales remain strong.Compare valuation metrics on Coca-Cola and Boston Beer.

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Coca-Cola plans big hard seltzer launch