samuel adams also competed in the "flavored malt beverage"(FMB) category with Twisted tea. The FMB category accounted for roughly 2% of U.S. alcohol consumption. Twisted tea competed mainly with beverages such as Smironoff Ice , Bacardi Silver,and Mike's Hard Lemonade. FMB products all targeted relatively the same consumers. Since pricing was similar, these product relied heavily upon advertising and promotions