Sam Adams tests Light
Boston Beer markets beer in Northeast for now
July 24, 2001 - Boston Beer Co. is test marketing Sam Adams Light in Providence, R.I., and Portland, Maine. "I think beer drinkers will be surprised when they discover how great our light beer tastes," Boston Beer founder Jim Koch said.
It is the company's second foray into the light beer market, which accounts for about half the beer sales in the United States. Boston Lightship received high marks from tasting panels comparing low-calorie beers before being discontinued in the late '90s.
Getting consumers to accept a light beer from a company known for its full-bodied products might be a challenge, said Benj Steinman, editor of Beer Marketer's Insights. "There's a bit of a disconnect, but it's sort of a necessity" for Boston Beer to be in the light beer category, because of the category's growth potential, he said.
Boston ad agency McCarthy Mambro Bertino has created an ad campaign to support the light beer test with the tagline, "Taste the revolution." If the test goes well, the company could roll out its light beer to more markets next summer.
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