The Boston Beer Co is gearing up for the 300th anniversary of flagship lager brand Samuel Adams next week with an offer of a free beer for US consumers with the same name.
The brewer, which also owns the Truly hard seltzer brand, will “cover the cost of a Samuel Adams” for the first 300 “fortuitously named” LDA consumers in the country. The activation, which goes live on the anniversary itself on Tuesday [27 September], is open to anyone with a name similar to the brand.
“If you’re a Samir or a Samara or an Adam,” the company said, “that counts too!”
The lager has been outshone at Boston Beer by Truly in recent years as the hard seltzer category exhibited startling growth rates. Despite a disappointing showing for the brand in the group’s second quarter, when overall sales rose by just over 2%, founder Jim Koch said: “Over the last three years we experienced unprecedented growth in the hard seltzer category largely driven by the success of … Truly.
“I continue to be optimistic about the long-term growth outlook for Boston Beer’s diversified beverage portfolio.”
