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 […]