BOSTON / NEW YORK — The Boston Beer Company (NYSE: SAM) has appointed former Samsung Electronics US marketing head Allison Stransky as its Chief Marketing Officer, effective October 12, 2026. Stransky will report directly to Boston Beer Co-Founder & CEO Jim Koch and Chief Operating Officer Phil Hodges.
Stransky fills the vacancy created by longtime marketing chief Lesya Lysyj, who departed in March 2026, ending a six-month transition period during which COO Phil Hodges served as interim CMO. The executive transition comes as Boston Beer re-evaluates its brand marketing strategies and media allocations amidst shifting consumer preferences in the hard seltzer, flavored malt beverage (FMB), and non-alcoholic sectors.
Executive Transition & Corporate Brand Matrix
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Hiring Corporate Entity: The Boston Beer Company, Inc. (NYSE: SAM).
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Outgoing Executive: Lesya Lysyj (Departed March 2026).
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Incoming Executive: Allison Stransky (Effective October 12, 2026).
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Interim Leadership: Phil Hodges (Chief Operating Officer & Interim CMO, March–October 2026).
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Reporting Architecture: Dual reporting line to Jim Koch (Co-Founder & CEO) and Phil Hodges (COO).
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Prior Professional Background: Spent three years leading consumer marketing and brand strategy across mobile devices, home appliances, and connected services at Samsung Electronics US.
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Core Brand Portfolio Remit:
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Twisted Tea: Hard iced tea market leader facing increasing competition from spirits-based RTD (Ready-To-Drink) canned cocktails.
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Truly Hard Seltzer: Category staple undergoing media spend optimization ($20 million reduction in lower-performing media channels).
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Samuel Adams: Heritage craft beer flagship.
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General Admission: Non-alcoholic craft beer entry targeting emerging low-and-no alcohol trends.
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Strategic Marketing Mandate: Rebalance portfolio advertising ROI, refine digital/media allocation, and drive storytelling and brand equity across hard seltzers, FMBs, and non-alcoholic beverages.
