MACALLAN 1926 · September 9, 2026

Samsung U.S. CMO Allison Stransky Takes Boston Beer's $2.1B Portfolio

Consumer electronics executive moves to craft-beer portfolio as premium-alcohol pricing reshapes agency allocations.

Allison Stransky will join The Boston Beer Company as Chief Marketing Officer effective October 12, leaving her post as U.S. Chief Marketing Officer at Samsung Electronics America. The company disclosed the appointment without announcing compensation terms or reporting structure. Boston Beer operates Samuel Adams, Twisted Tea, Truly Hard Seltzer, and Dogfish Head across $2.1 billion in trailing twelve-month revenue.

Stransky's tenure at Samsung spanned consumer electronics in a U.S. market where the company holds 23 percent share in smartphones and 31 percent in home appliances. Her prior roles included senior marketing positions at Verizon and American Express. Boston Beer has cycled through three CMOs since 2019, with interim leadership from internal executives during searches. The company reported $464 million in net revenue for Q2 2024, down 4.1 percent year-over-year, as hard-seltzer volumes declined 18 percent while Twisted Tea grew 7 percent.

The appointment signals Boston Beer'sRead on premium alcohol's distribution through technology-adjacent talent. Samsung's U.S. marketing operation manages $800 million to $1.2 billion in annual measured media, primarily performance-driven digital and connected-TV placements. Boston Beer's media spend sits at $180 million annually, concentrated in sports sponsorships, out-of-home near retail, and emerging creator partnerships on TikTok and Instagram. Stransky inherits portfolio strategy during a category reset—hard seltzers peaked at $4.5 billion U.S. retail sales in 2021, falling to $3.7 billion in 2023 as consumers shifted to spirits-based ready-to-drink cocktails and premium lagers.

Agencies should watch Boston Beer's Q4 2024 earnings call in late January for revised 2025 media-budget guidance and any signal on creator-network buildout or retail-media investment. The company has historically allocated 60 percent of marketing spend to working media versus production and sponsorship overhead. Family offices tracking consumer discretionary should note Boston Beer's share price sits at $312, down 22 percent from its May 2024 high, as institutional holders question whether the Twisted Tea franchise can offset Truly's deceleration. The stock trades at 18x forward earnings, below Constellation Brands' 21x and Molson Coors' 19x.

Stransky's start date precedes Boston Beer's October 24 Q3 earnings release, giving her twelve days to review pending campaign launches and November holiday retail programming. Samsung has not yet named her U.S. successor.

The takeaway

Samsung U.S. CMO joins **$2.1B** craft-beer portfolio as hard-seltzer volumes drop **18 percent** and agencies reprice premium-alcohol media.

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