Sam Adams: Your Cousin from Boston

Sam Adams, a beer brand made by the Boston Beer Company, faced a challenge as drinking habits evolved in the US.

Campaign details

Campaign: Your Cousin from BostonBrand: Sam AdamsAgency: Goodby, Silverstein & PartnersMarket: US

Market background and context

Sam Adams was facing a new wave of challengers
  • The flagship brand of the Boston Beer Company, Sam Adams was once a category leader in craft brewing.
  • However, competitors like niche craft breweries had saturated the market and eroded the brand’s former market position.
  • Sam Adams had lost market share, with a decline in sales for the last five years.
Finding new relevance was critical
  • For years, Sam Adams’ advertising strategy centered on co-founder...

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