Boston Beer Company

With innovation at the core of its DNA , the Samuel Adams team is on a pursuit of better beer . Lauren Price , Head of Brand , Samuel Adams , says that over the past several years , not only have they paid close attention to drinker trends and preferences , but they also continue to anticipate drinkers ’ palates while pushing the boundaries of brewing to expand the company ’ s portfolio of beers .

The beer and alcohol space is constantly evolving and expanding , with a noted increase in sober-curious consumers . More and more drinkers are looking for no- and 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 .”

“ As liquid proof , Just The Haze was voted best non-alcoholic beer in the country at the 2022 Great American Beer Festival , and Gold Rush was awarded best non-alcoholic beer at the 2023 Australian International Beer Awards ,” she adds .

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 . Samuel Adams Founder and brewer , Jim Koch , always believed there was a perfect Boston Lager out there — he just hadn ’ t made it yet .

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 . But why change a classic ? While the recipe hasn ’ t changed , it ’ s like remastering your favorite song to clean up the “ pops ” or “ hisses ” to result in a smoother , more refined beer . Through Boston Lager Remastered , drinkers are rediscovering the elegance of lager and experiencing a full-flavored beer .

Some marketing methods that work well for the Samuel Adams brand include capitalizing on relevant and cultural moments to activate in ways that engage and resonate with drinkers .

“ Most recently , Samuel Adams leaned into ditching summer obligations with the “ I CAN ’ t Can ” — the ultimate summertime accessory to help drinkers scratch the itch to ditch ,” Price says . “ If you can ’ t make it , shake it ! Shake the ‘ I CAN ’ t ’ Can and an excuse will appear at the top of the mock can . The Samuel Adams ‘ I CAN ’ t Can ’ sold out within hours of going live both when it initially debuted on the e-store and again when it was restocked a week later .”

Samuel Adams also continues to show up in unexpected ways , bringing levity – and of course , beer – to unlikely cultural moments . This year , Samuel Adams elevated its spring seasonal , Cold Snap , by becoming the Official Beer of Groundhog Day . Samuel Adams activated on the ground in Punxsutawney 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 , exploring creative brews to bring a unique drinking experience to fans . In November 2021 , Samuel Adams launched Space Craft , an out-of-this-world beer made from hops that traveled to space on the Inspiration4 mission .

Knowing this beer demanded a name of cosmic proportions , Samuel Adams turned to fans to help name the special release and received over 5,000 entries from across the universe to land on “ Space Craft .” The west coas-style IPA launched on November 16 , coinciding with the peak of the leonid meteor shower , according to Price .

As summer begins to wind down and drinkers embrace all things pumpkin , Samuel Adams will once again return as the leader in the fall beer category .

10 Beverage Wholesaler • Fall 2023