Senior Brand Manager, Twisted Tea, The Boston Beer Company
Sarah Boole is Senior Brand Manager for Twisted Tea at The Boston Beer Company. She manages all components of brand development including innovation, communications, experiential and sales strategy aimed at enabling Twisted Tea’s 16+ year trajectory of double digit growth.
Sarah has over 12 years of experience across marketing, consumer insights and strategy across a range of industries including food and beverage, retail, ecommerce, pharmaceuticals and healthcare. She has led development both consumer and shopper facing programs, innovation roadmaps and turnaround strategies.
Prior to joining Boston Beer Company in 2018, Sarah was at General Mills managing on innovation, customer marketing and brand development for iconic brands such as Chex Cereal, Pillsbury, Cheerios and Betty Crocker. She started her career agency side in consumer insights at C Space, a division of Omnicom, where she first honed her skills representing the voice of the consumer. Sarah is a graduate of Tuck School of Business at Dartmouth, hails from the Boston area and tries to go skiing whenever she can.