That the brewer felt the need to “completely reformulate” the recipe for this once-popular brew is an indication of how much Boston Beer is worried about the decline. The company says “Project Lupulus” brought in hops that were not readily available when Rebel IPA was introduced.
Category: Boston Beer
Sales Set to Slip at Boston Beer for the First Time in 13 Years: Should Investors Worry?
It’s a worrisome development, because unlike the last time this happened, craft-beer industry growth is slowing, so the brewer can’t count on any broad momentum to help it out of this slump. Back in 2003, Boston Beer’s distributors were still right-sizing their inventory of Samuel Adams Light beer that had just been introduced the year before.