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The Boston Beer Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1984, the Boston Beer Company is an American brewing company best known for its award-winning confection, Samuel Adams beer. The Boston Beer Company develops and manufactures beer using a four vessel brewing process and all natural ingredients. The Boston Beer Company, Inc. also brews under the tradenames Hardcore Cider Company and Twisted Tea Brewing Company.

Main Telephone (617) 368-5000
Main Fax (617) 368-5500
Primary Address
One Design Center Place
Suite 850
Boston, MA 02210

The Boston Beer Company, Inc. Contacts

Contacts (5/38)
Name Title State
Martin R. President & Chief Executive Officer MA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (617) 368-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Design Center Place
Suite 850
Boston, MA

Jon P. Chief Marketing Officer MA
John G. Vice President, Sales MA
Thomas L. Vice President, Operations MA
Paul M. Vice President, Information Technology MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Samuel Adams Light ****
Samuel Adams Boston Ale *
Samuel Adams Boston Lager ********
Samuel Adams Cherry Wheat *
Samuel Adams Cream Stout *

Agency Relationships

Brand Agency Service From To
***** ******* **** ***** ****** ***** media buying & planning unknown present
****** ***** ****** *** *** Creative present present
****** ***** ****** *** ****** ***** media buying & planning unknown present
****** ***** ****** ***** ****** ***** media buying & planning unknown present
****** ***** ****** ***** ****** ***** media buying & planning unknown present

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Score 88 - Review Imminent: Boston Beer hires new CMO to revive Sam Adams, Angry Orchard

Subject: TV, radio, experiential, sponsorship, digital, video

Company: Winmo profile)

Opportunity: Hired booze marketing veteran Jonathan Potter as CMO, effective August, according to documents filed with the SEC. Reporting to CEO Martin Roper, he'll oversee marketing strategy, brand development, media, public relations and advertising initiatives.

He joins as Boston Beer raises ad budgets again this year with the goal of combating rising craft beer competition (research here). Basically, Sam Adams, the brand that battled big beer for years and kept craft beer going, has been left behind. Sure, competition is endless now due to the thousands of craft beers available, but younger demos and hipster psychographics also are notorious for shunning almost everything once it becomes mainstream.

Adding to their problems - sales of Angry Orchard, the top brand in the cider category, are continuing to fall as drinkers try emerging beverages like hard sodas, Roper said during the Q1 earnings call. Therefore, agencies should pitch strategies that will re-energize both brands, though keep in mind that cider sales have been dropping industry-wide since last fall. 

Also, look for work around the smaller but growing Traveler, Coney Island and Twisted Tea brands. Traveler and Twisted Tea have received more traditional ad support since last summer, and Coney Island should follow suit given strong hard soda trends. In fact, Coney Island's marketing support should be more year-round whereas most shandy and hard tea sales come in during the summer. 

Sponsorship/event and traditional sellers will have an edge here given Boston Beer's relatively small digital presence, though you'd think online activity would start going up some time. Boston Beer's top advertising periods have been Q2-Q3 since at least 2013, but Q4 has substantial activity, as well, Kantar reports. Publicis’s Zenith, NY handles media planning and buying.

Additional Insight

Experience: Potter has been with LVMH's Moet Hennessy USA since 2012, culminating as managing director of Chandon California. He began as CMO of all brands in 2012 and was promoted to his most recent role in January. 

Media Spend: Boston Beer has spent about $40 million annually on measured media since 2013, most of which supports Sam Adams' cable TV ads, according to Kantar Media. the bulk of the remainder goes to network radio and display. 

TV Breakdown: During the past year, $38 million has gone to Sam Adams' national TV ads (see targeting above), up from $36.8 million over the prior year period, according to

Winmo profile)
One Design Center Place
Suite 850
Boston, MA 02210 
(617) 368-5000

Jonathan Potter
Chief Marketing Officer (officially starts in August)
(617) 368-5000

Sophia D'Angelo
Senior Specialist, National Events & Sponsorship
Direct Dial: (617) 368-5207