Exclusive: Anheuser-Busch Puts Cocktails in a Box

Last year, 55% of the alcohol company's net sales growth came from new products


Anheuser-Busch’s latest innovation is the result of some inside-the-box thinking.

Although still in a pilot phase, Boxology Cocktails—a name meant to convey mixology in a box—is a single product that contains 10 servings of ready-to-drink rum punch and mai tai (20 servings total). Both options have 12% alcohol by volume.

The idea is that while people enjoy drinking cocktails at home, they aren’t always fond of all the work that goes into making them. Buying a box filled with two readymade drinks costs less, and there’s less mess to clean up, too—especially handy for individuals hosting friends.

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