It seems like a natural extension of the base product into a distilled spirit....
Wow, a quick Google search turned up this story:
Brewer, distiller concoct a joint venture
Berkshires company to use Sam Adams beer to create a pair of premium whiskeys
By Dan Adams | Globe Correspondent June 18, 2012
A trend developing? Certainly if the product is successful it could spawn imitators.
JIm Koch says it nicely:
"When you distill, you’re taking little slices of the essential flavors in beer,” said Jim Koch, Boston Beer founder. “To me, it’s just a continuation of learning and understanding beer.”