Sam Adams Beer
Tom Dougherty, CEO – Stealing Share
23 September 2013
Sam Adams. Craft beer can earn you a billion bucks
Sam Adams is a craft beer.
When I had toyed with the idea of buying a kegerator years ago, my first half-keg of beer was going to be a Sam Adams brew. It was a beautiful fantasy, which I ultimately decided wasn’t going to be the best venture for my gut.
Nonetheless, I had complete faith in the Sam Adams brews and wanted them to be a permanent fixture in my home.
While you can find Sam Adams at nearly every retail location, it has positioned itself as a craft beer. (Those within the craft beer industry scoff at that notion, however.) The big news about this particular craft beer is that it’s owner, Jim Koch, has just joined the billionaire’s club.
“While you can find Sam Adams at nearly every retail location, it has positioned itself as a craft beer.”
Sam Adams built a brand
The strategy is paying off because craft beers are the only segment of the beer industry that isn’t losing share to wine and spirits. They have successfully merged modern and history into a robust brand.
The Brewers Association
According the the Brewers Association, craft beer sales have grown a whopping 10% each year for the past seven years. An even more compelling statistic is that these beers now own a 6.5% share of the category.
The only problem for the individual craft beers is that there are more craft beers now on the market than ever, meaning few of them are actually gaining market share. Only the category itself is growing.
So take notice small brewers of America: Sam Adams, began in 1984, and has steadily finagled its way into the market with seasonal brews, unusual positioning, massive distribution and being one of the few craft breweries to advertise. It’s still possible that your brew may very well get you to join the billionaire club too.
NFL free agency Tom Dougherty, CEO - Stealing Share 18 March 2020 NFL free agency at least provides a distraction Things are certainly in a strange place. People continue to be holed up and will be for the foreseeable future. All the while, a crazy NFL...
Stay in quarantine Tom Dougherty, CEO - Stealing Share 16 March 2020 Stay in quarantine. It’s the least we can do. It seems ridiculous to write anything today concerning branding or marketing or whatever the latest inanity going on in the advertising...
DirecTV brand Tom Dougherty, CEO - Stealing Share 11 March 2020 The DirecTV brand is being left to die The DirecTV brand is dying and AT&T, its parent company, is letting it go, effectively abandoning it to focus its efforts on the upcoming AT&T...