Samuel Adams - the Boston Beer Company

Samuel Adams – The Boston Beer Company

By Star Olson

MKT 506 – Integrated Marketing Communications

Dr. Richard A.L. Caldarola

2/12/2012

Samuel Adams – The Boston Beer Company

Samuel Adams was founded by Jim Koch, whose family began brewing beer in America in the 1800’s (FAQs, n.d., para 1). Jim had gone to college, majored in management consulting, and began a promising career in the field (History, n.d., para 2). However, in 1984, he believed that is was time to enter the beer market with a brand new idea – a “better beer” (History, n.d., para 3).

Jim’s father, Charles, picked out his favorite recipe from the old family beer archives in the attic (History, n.d., para 1). The recipe and ideas behind Samuel Adams were “revolutionary” at the time – the only options offered by domestic beer were pale lagers from mass-market breweries (History, n.d., para 3). Because Jim felt that his ideas about a “better beer” were revolutionary for the time and his family history as brewers, he named his first beer Samuel Adams Boston Lager after the American revolutionary leader and brewer. (FAQs, n.d., para 2).

Boston Lager made its debut in 1985 at about 25 Boston based bard and restaurants, and quickly grew to a company that had a small brewery and sold 36,000 barrels on both coasts (History, n.d., para 10). Samuel Adams expanded rapidly, spawning the rise of the microbrew revolution in the United States (History, n.d., para 12).

Today, Samuel Adams boasts 750 employees, with breweries in Boston, Cincinnati and Pennsylvania and over thirty different types of beers (History, n.d., para 14). Many of their beers are “seasonal” and only brewed at particular times of the year to match the weather.

In addition, Samuel Adams supports social responsibility with their programs and partnerships such as, Brewing the America Dream, The Leary Firefighters Foundation, and HandsOn Network, just to name a few (Community Involvement, n.d., para 1 – 8).

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