Beer Hall of Fame
Samuel Adams
Boston Beer Co .
Twisted Tea
Boston Beer Co .
Making its debut in 1984 , Samuel Adams is one of the largest and most respected craft beer brands with a particular focus on lagers and seasonal beers .
Innovation is at the core of its DNA , the Samuel Adams team is on a pursuit of better beer , says Lauren Price , head of brand , Samuel Adams . The beer and alcohol space is constantly evolving and expanding , with a noted increase in sober-curious consumers .
More drinkers are looking for noand low-alcohol alternatives , which is why Samuel Adams spent two years crafting the beer lover ’ s non-alcoholic product Just The Haze .
“ Drinkers can rotate in this hazy non-alcoholic IPA to their drinking sessions and get more out of their days , their nights , and every cheers in between ,” Price says . “ And , drinkers can also experience our second iteration of non-alcoholic beer with Gold Rush , featuring subtle malt notes , a light body and medium carbonation with a dry , refreshing finish .”
Beyond non-alcoholic beers , Price says the Samuel Adams team is seeing drinkers — who ’ ve experienced a bit of hop fatigue from the prevalence of bitter , hoppy IPAs — return to lagers for a smooth , sessionable drinking experience .
With the latest tweaks and culmination of a 38−year process , the Samuel Adams team is closer to perfection in a pint glass with Boston Lager Remastered . The brew is helping drinkers rediscover the elegance of lager with a full-flavored beer .
Samuel Adams also capitalizes on relevant and cultural moments to activate in ways that engage and resonate with drinkers . The brand continues to show up in unexpected ways .
This year , Samuel Adams elevated its spring seasonal , Cold Snap , by becoming the Official Beer of Groundhog Day . Samuel Adams activated on
F ounded in 2001 , Twisted Tea has become the best-selling hard tea in the country . Boston Beer ’ s Twisted Tea accounts for 91 % of hard tea sales in NIQ-tracked off-premise channels ( through May 13 , 2023 ), according to data from Bump Williams Consulting .
Twisted Tea ’ s senior brand director , Erica Taylor , says the following three key factors have contributed to the growth of the brand throughout the years :
Driving broad national brand awareness to invite more people to the Twisted Tea party than ever before . With elements like the Tea Drop ad campaign , now in its third year , they ’ re able to drive significant national awareness all year long with strong media support .
Focusing on physical availability to make sure Twisted Tea is available wherever drinkers are . The team supports all classes of trade to ensure big blocks of Twisted Tea yellow are easy to spot for drinkers everywhere .
Developing innovation that welcomes a new drinker into the brand or expands into a new occasion . In addition to supporting the core flavors with pack innovation , the team is also seeing growth with Twisted Tea Light , testing a new 8 % ABV lineup with Twisted Tea Extreme for those higher-ABV occasions , increasing their Hispanic households through strategic flavor innovation with Twisted Tea Mangonada and more .
The brand ’ s social channels have also been a positive extension of its personality . Twisted Tea shows up on social
the ground in Punxsutawney , PA , with “ everyone ’ s favorite drinking buddy ,” Your Cousin From Boston , and , after snapping into six more weeks of winter , rewarded drinkers nationwide by giving away $ 50K worth of Cold Snap .
Beyond inserting beer into key cultural moments that resonate with drinkers , Samuel Adams ’ team of brewers are dedicated to the constant pursuit of better beer and exploring creative brews to bring a unique drinking experience to fans .
like a friend , with a lot of relatable memes , photos of different fans and plenty of product .
The brand is backed by a passionate community , so its social channels enable it to keep up with customers and chat with different drinkers .• www . beveragedynamics . com September 2023 • Beverage Dynamics 19