I was reading that Boston Beer’s CEO says the spirits 'ade' segment is where all the action will be. He didn’t say what’s in it — just that it’s happening.
Ade. Sounds like something you’d order at a juice bar run by a yoga instructor who once read a book on fermentation. Probably tastes like regret and coconut water.
I’ve seen this before — new names for old things, wrapped in hope and marketing budgets. The last time I heard 'where the action is', it was 2003 and someone was selling bottled oxygen in Bangkok.
