Samsung U.S. CMO Allison Stransky will become CMO of The Boston Beer Co. on Oct. 12, reporting to Boston Beer Company cofounder and chief executive officer Jim Koch and company chief operating officer Phil Hodges.
Boston Beer Company is known for ciders and beers including Truly Hard Seltzer, Samuel Adams, Twisted Tea, and the non-alcoholic beer General Admission—a variety that reflects Boston Beer’s active pursuit of American consumers’ shifting drinking habits.
But Stransky will have her work cut out for her. Two of the company’s top brands—Twisted Tea and the hard seltzer Truly—are struggling right now.
Twisted Tea dominates the niche of malt-based hard tea, but it’s facing stiff competition from spirits-based hard teas and canned cocktails, according to the company’s earnings call in July.
Meanwhile, consumer demand for Truly hasn’t met Boston Beer’s expectations, according to Koch on that same earnings call.
Boston Beer will still spend heavily on ads, but it’s cutting about $20 million in media that doesn’t perform as well, primarily for Truly.
In a statement, Stransky hailed Boston Beer’s vast portfolio. “I’ve long admired its ability to blend creativity, innovation, and storytelling to connect with consumers, and I’m excited to join this talented team and help build on the company’s strong foundation and drive future growth,” she said.
In her three years at Samsung U.S., Stransky also had an expansive mandate, overseeing marketing campaigns for the electronics giant’s huge roster of mobile devices, home appliances, and services to connect them all.
She is joining a company that hasn’t had a permanent CMO since March, after Boston Beer’s longtime marketing chief Lesya Lysyj stepped down. During that gap, Hodges served as interim CMO.
“Allison brings a fresh perspective shaped by experience at some of the world’s leading companies, along with a genuine passion for brand building and innovation, and we look forward to welcoming her to Boston Beer,” Koch said in a statement.
Boston Beer Company declined to comment beyond its statement.
Samsung did not respond to a request for comment in time for publication.
