Beverage giants target 'fourth category' of alcoholic drinks to bring in younger generation

Beverage giants target 'fourth category' of alcoholic drinks to bring in younger generation

There is an emerging fourth category in the beverage industry that's becoming a pain point for traditional beer categories, but experts say it's drumming up excitement among younger legal drinkers.For Boston Beer Co. founder Jim Koch, this category is the area between traditional beer, traditional wine and traditional hard liquor."There are cool things that we can do in that space," Koch told FOX Business. "Because we're pretty good at making th…

Financial News Network - Beverage giants target 'fourth category' of alcoholic drinks to bring in younger generation

Hard teas, seltzers and ready-to-drink cocktails form a distinct fourth category in beverages, revamping offerings to connect with a younger generation.Read More …