Boston based brewer Sam Adams is celebrated Super Bowl LIII by offering up a limited-edition farmhouse double New England IPA as a nod to its home town team and its legendary quarterback whom it positions as the GOAT.
The beer, called, ‘Too Old, Too Slow, Still Here’, in reference to how rivals try to describe start player Brady, was sold in a limited number of crowlers and made available on draft in the Boston Brewery tap room.
A matching marketing campaign kicked off with a beer release event held on Thursday ahead of the Big game at the Boston Brewery & Tap Room.
The first 199 people who showed up to the brewery were able to buy one crowler per person in honour of the fact that Tom Brady was selected 199th in the 2000 draft.
Sam Adams also offered free wings, live entertainment, commemorative posters and stick and a sample of the beer for all attendees.
The beer and the event was also spread socially across the brewer’s own digital and social platforms to maximise reach and awareness.
Something’s brewing at the Boston Brewery… #TooOld #TooSlow #StillHere pic.twitter.com/49mNeP6te8
— Samuel Adams Beer (@SamuelAdamsBeer) January 29, 2019
“The best way we could think to honour the team was to brew a beer for fans that can’t make it to Atlanta and a New England style Double IPA with as much spirit as the players felt like the perfect beer,” said Sam Adams founder Jim Koch.
Comment:
Team branded beer isn’t particularly new – think about official NFL brewer Bud’s team custom can programme (see case study) – but it it is the details that count when it comes to tactical team related product stunts like this and Sam Adams is as assured as Brady himself in that department.
Links:
Sam Adams
https://www.facebook.com/SamuelAdams
https://www.instagram.com/samueladamsbeer/
https://twitter.com/samueladamsbeer
https://www.youtube.com/user/SamuelAdams
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