Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
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Abstract
Sam Adams was the popular craft beer brewed by the Boston Beer Company. The company commanded leadership in the segment and was seen as the native drink by the beer-loving Americans. The success of Sam Adams not only changed the perceptions of Americans, who considered native craft- beer as unsophisticated, but also posed a threat to reigning imported beers. However, after 1997 the brand could not consolidate its presence, as explained by its oscillating sales which were hovering around the $200 million mark. Analysts opined that Sam Adams had failed in its appeal to the young Americans. This case study examines the efforts of chairman C Jim Koch to put Sam Adams back into the limelight. The case also describes some of Sam Adams'' advertising and promotional strategies.
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Abstract
Sam Adams was the popular craft beer brewed by the Boston Beer Company. The company commanded leadership in the segment and was seen as the native drink by the beer-loving Americans. The success of Sam Adams not only changed the perceptions of Americans, who considered native craft- beer as unsophisticated, but also posed a threat to reigning imported beers. However, after 1997 the brand could not consolidate its presence, as explained by its oscillating sales which were hovering around the $200 million mark. Analysts opined that Sam Adams had failed in its appeal to the young Americans. This case study examines the efforts of chairman C Jim Koch to put Sam Adams back into the limelight. The case also describes some of Sam Adams'' advertising and promotional strategies.