Introducing General Admission™: the revolutionary non-alcoholic brew made with real fruit juice* redefining refreshment.

General Admission was dreamt up by the Innovation Incubator at The Boston Beer Company, a tiny team of some of the industry's best explorers, brewers, and mad-scientists working tirelessly to bring the next best beverage to you.

General Admission is a new non-alcoholic brew blending the crispiness of a golden brew with real fruit juice*. It pours like a beer but drinks like a shandy, without the heaviness or artificial aftertaste.

Easy-drinking, breezy, and utterly irresistible, General Admission isn't just for beer enthusiasts—it's for everyone.

*Brewed with natural flavors and fruit from concentrate