FOR IMMEDIATE RELEASE
Samuel Adams Adds Cheer to Patriot's Day
In Honor of the 2012 Boston Marathon
New Partnership and Limited Release Brew to
Commemorate Boston's Rich History
February 23, 2012 –The Boston Beer Company, brewers of Samuel Adams® beers,
announced today that it's helping to celebrate one of Boston's greatest
traditions – The Boston Marathon.
The brewery will be the official beer sponsor of the 2012 Boston Marathon,
one of the most revered and challenging races in the world. To celebrate,
the Samuel Adams brewers are developing a special commemorative beer to
mark the heralded event. This is the first time Samuel Adams has partnered
with the Boston Athletic Association for the Marathon.
"Our partnership is a perfect fit because of our shared history– a
Boston-born brewery joining the biggest of Boston traditions," said Jim
Koch, founder and brewer of Samuel Adams. "I released my first batch of
Samuel Adams Boston Lager to the public on Patriots Day in 1985, the day of
the Marathon right here in Boston. I faced a lot of challenges getting
that first brew packaged and distributed in time, but I had set Patriots'
Day as my deadline. About half of our first 25 accounts were within three
blocks of the finish line. So, the Marathon's finish line was my starting
line," added Koch.
The brewers of Samuel Adams beers have been working hard to develop "Samuel
Adams® Boston 26.2 Brew," a special beer which will be available at
race-related events, as well as pubs and restaurants along the Marathon
route and around Boston.
"We at the B.A.A. are very pleased to be partnering with another Boston
institution," said Joann E. Flaminio, B.A.A. President. "The Boston
Marathon is all about Boston and all about competitive success in a
challenging environment. The same is true of the folks at The Boston Beer
Company and Samuel Adams. They are our neighbors here in town, and they
have gotten where they are through the same hard work that we see from all
of the athletes from around the world who work hard to qualify to run the
Boston Marathon each year. We are delighted to join with Jim Koch and all
of his colleagues in saying to 27,000 competitors from around the globe,
'Welcome to Boston', 'welcome to our home town.' We're proud to have you
here and to enjoy what we have to offer."
Since the Boston Marathon's first run in 1897, the event has been held
every year in April on Patriot's Day.
About The Boston Beer Company
The Boston Beer Company began in 1984 with a generations-old family recipe
that Founder and Brewer Jim Koch uncovered in his father's attic. Inspired
and unafraid to challenge conventional thinking about beer, Jim brought the
recipe to life in his kitchen. Pleased with the results of his work, Jim
decided to sample his beer with bars in Boston in the hopes that drinkers
would appreciate the complex, full-flavored beer he brewed fresh in
America. That beer was aptly named Samuel Adams Boston Lager®, in
recognition of one of our nation's great founding fathers, a man of
independent mind and spirit. Little did Jim know at the time, Samuel Adams
Boston Lager soon became a catalyst of the American craft beer revolution.
Today, The Boston Beer Company brews more than 30 styles of beer. It
relentlessly pursues the development of new styles and the perfection of
classic beers by searching the world for the finest ingredients. Using the
traditional four vessel brewing process, the Company often takes extra
steps like dry-hopping, barrel-aging and a secondary fermentation known as
krausening. The Company has also pioneered another revolution, the
'extreme beer' movement, where it seeks to challenge drinker's perceptions
of what beer can be. The Boston Beer Company has been committed to
elevating the image of American craft beer by entering festivals and
competitions around the globe, and in the past five years has won more
awards in international beer competitions than any other brewery in the
world. As an independent company, brewing quality beer remains its single
focus. Although Samuel Adams® beer is America's largest-selling craft beer,
it accounts for only one percent of the U.S. beer market. The Boston Beer
Company will continue its independently-minded quest to brew great beer and
to advocate for the growth of craft beer across America. For more
information, please visit www.samueladams.com.