The Boston Beer Company is rolling out a range of RTDs sold in “glow-in-the-dark” packaging.
In a statement yesterday (11 May), the US-based brewer said Lytt Electric Coolers will hit “select US markets” in later this month, with wider distribution planned during the year.
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The initial launch covers Florida, Ohio, Texas and Washington, with limited distribution in Illinois.
The company described the malt-based RTD line as “cocktail-inspired” with a 15% abv. The range includes six variants: Strawberry Rita, Blue Raspberry, Peach Mango, Tropical Punch, Grape and Long Island Iced Tea.
Boston Beer innovation associate director Tim Kerrigan said: “Lytt stands for standing out in the crowd. The single-serve convenience factor packs a punch on flavour and abv while clearly signalling that our drinker is ready to light up the occasion.
“We think we’ve got lightning in a bottle with this one and are excited to bring Lytt to even more markets later this year.”
The products come in a patent-pending, lightbulb-shaped 200ml container. The Samuel Adams brewer said the pack is resealable and “widely recyclable”, with materials designated as widely recyclable under the How2Recycle labelling system.
Boston Beer sustainability senior manager Jill Westra said: “As the first Boston Beer venture into plastic containers, identifying widely recyclable materials for Lytt’s single-serve container and resealable closure was paramount to our path forward. Credibility from How2Recycle is a bright light in Boston Beer’s sustainability journey.”
The group has also launched a website, drinklytt.com, to help consumers find stockists.
Boston Beer competes in RTDs through brands including hard seltzer Truly and flavoured malt beverage Twisted Tea.
In the first quarter of the company’s 2026 financial year, ended 28 March, the group’s total shipment volume fell 6.9% to 1.56 million barrels, driven mainly by declines in those two brands. The drop was partly offset by growth in Sun Cruiser, a vodka-based canned hard iced tea RTD.
The company does not provide a financial or sales breakdown for its RTD business.
Net revenue for the quarter declined 4.4% year-on-year to $433.9m. The company also incurred a net loss of $145.3m in the 13-week period, compared to $24.4 profit in the first quarter of 2025.
However, in 2025, Boston Beer’s net income rose 81.7% to $108.5m, although net revenue slipped 2.4% to $1.97bn.
For 2026, Boston Beer has lowered its profit guidance to reflect litigation expenses recorded last month. The brewer is facing damages of more than $175m in a US legal dispute over a packaging contract.
