Samuel Adams, the brewing giant considered by many as the grandfather of the craft beer renaissance, has been declared the official beer of the Boston Red Sox, one of Major League Baseball’s oldest franchises. The multi- year partnership is now official, uniting one of Boston’s beloved professional sports teams with its equally admired home- grown craft beer.
Samuel Adams founder Jim Koch says the business partnership is certainly something special to him personally, for reasons that go far beyond signing a business deal.
“I moved to Boston the year of the ‘Impossible Dream Season’. Now visitors to this historic ballpark will enjoy the freshest Sam Adams beer, while watching an incredible team, playing under our sign over in right field. It’s my personal impossible dream come true,” said Koch. “We got our start right here in Boston, and for the past three decades we’ve worked our butts off to stay independent and brew great beer. As the official beer of the Red Sox, we get to celebrate our New England roots with millions of other fans as soon as the season kicks off.”
Boston Red Sox fans will not have to wait long to see visible signs of the new partnership with Samuel Adams. America’s favorite homebrewing patriot will see his likeness and his namesake beer on display throughout the ballpark. Most important to craft beer fans, Samuel Adams beer will be sold in multiple places within Fenway Park and to add to the fun, there will be two new Samuel Adams experiential bar areas: One dubbed the Sam Deck, located on the right field roof deck; and one named Sammy’s On Third, located below the third base stands.
What is most significant of this arrangement is that Samuel Adams is the first American craft brewer to partner with a Major League Baseball team for an extended period of time. Boston Red Sox President and CEO Sam Kennedy says the marriage between the two brands is perfect for a city so steeped in the past.
“Both the Red Sox and Sam Adams are rooted in Boston tradition and history, and Jim Koch and the entire team are as passionate about beer as we are about baseball,” said Kennedy. “We are excited for this long-term partnership, and look forward to working collaboratively to represent Boston through our two brands.”
Samuel Adams has already enjoyed a stint, for several years running, as the official beer of the Boston Marathon and the brewery has been involved in sponsorships with the other professional sports franchises in Boston. But never has Samuel Adams inked an official deal with any of these teams until now, and it marks an important turning point in America’s move toward a craft beer future. It’s an exciting time for the Boston Red Sox, Boston Beer Company, and its Samuel Adams brand and we at Great Beer Now can’t wait for our next venture to Boston and a day at the ballpark.
For more information about the Samuel Adams and Boston Red Sox partnership, visit online at www.SamuelAdams.com.
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