Sam Adams Beer: Red Sox Fan Favorite

In 2018, Samuel Adams (Sam Adams) replaced Budweiser as the official beer of the Boston Red Sox. The deal, which will last through the 2025 season, includes signage at Fenway Park, such as a prominent Sam Adams marquee in right field, and the renaming of the Budweiser Right Field Roof Deck to the Sam Deck. The contract also allows Sam Adams to use the Red Sox name and logo in its marketing and to run contests with Red Sox-related prizes. While the deal signalled a shift towards craft beer in Major League Baseball stadiums, it was also a return to the roots of the Red Sox, who were heavily associated with Narragansett Lager from the 1940s to 1975.

Sam Adams beer is available at Fenway Park

As part of the deal, a Sam Adams sponsor sign replaced the Budweiser billboard in right field. The Budweiser Right Field Roof Deck was renamed the Sam Deck, and an experiential bar in the concession area behind the third-base line is now called "Sammy's on Third". Stands throughout the park will serve Sam Adams beer, along with other Boston Beer Company brands and more mainstream options.

The partnership between the Boston Beer Company and the Boston Red Sox was driven by the idea that both brands have a strong regional identity. "It's a completely natural fit," said Boston Beer Company founder and chairman Jim Koch. "You think of New England's baseball team, and it's the Red Sox. What beer is more New England than Sam Adams?"

The deal also allows the Boston Beer Company to use the Red Sox name and logo in its advertising throughout New England and to use Red Sox-related prizes in its promotions.

Boston Beer Co. makes Sam Adams beer

Samuel Adams (often shortened to Sam Adams) is the flagship brand of the Boston Beer Company, which was founded by Jim Koch in Cambridge, Massachusetts. Koch, who comes from a long line of Cincinnati brewers, started the microbrewery in his home, using a recipe now known as Samuel Adams Boston Lager. This recipe was "remastered" in 2023 to make the beer "easier-drinking".

In 2017, it was announced that Samuel Adams would become the official beer of the Boston Red Sox, replacing Budweiser. The deal, which lasts through the 2025 season, includes signage at Fenway Park, as well as the use of the Red Sox name and logo in Samuel Adams' marketing. The agreement also allows the company to run contests with Red Sox-related prizes, such as tickets to games.

As part of the deal, the Budweiser Right Field Roof Deck at Fenway Park will be renamed the Sam Deck, and a bar area under the third-base stands will be called Sammy's on Third. These spots, along with stands throughout the park, will serve limited-release Boston Beer brands, as well as the usual suspects.

Sam Adams replaced Budweiser as Red Sox sponsor

Sam Adams replaced Budweiser as the official beer of the Boston Red Sox in 2018, signing an eight-year deal with the team that will last through the 2025 season. The deal was struck between the Boston Beer Company, makers of Sam Adams, and the Boston Red Sox, and will see the Sam Adams brand featured prominently throughout the team's home stadium, Fenway Park.

The agreement includes signage at Fenway Park, with a large Sam Adams marquee replacing the Budweiser sign over the right-field sponsor sign. The right-field roof deck, previously known as the Budweiser Right Field Roof Deck, will now be called the Sam Deck, and a bar area under the third-base stands will be named Sammy's on Third.

In addition to the branding opportunities within Fenway Park, the contract also allows Boston Beer to use the Red Sox name and logo in its marketing outside of the ballpark, including displays in liquor stores and signs in bar windows. The company can also run Red Sox-related contests and promotions, offering tickets to games and other prizes.

The partnership between Sam Adams and the Red Sox is significant as it marks the first time a craft beer has become the official brew of a Major League Baseball club. Boston Beer Founder and Chairman, Jim Koch, expressed his surprise at the deal, noting that most professional sports teams are sponsored by larger brewers such as Budweiser-maker Anheuser-Busch or MillerCoors. However, he also highlighted the strong regional identity shared by both brands, stating that the partnership was a completely natural fit.

The Red Sox also emphasised their preference for local brands, and the deal underscores the growing presence of craft beer brands in major sporting venues. While the financial terms of the contract were not disclosed, it was reported that the cost was significant enough for Boston Beer to shift some funds from its traditional advertising budget.

Sam Adams can use the Red Sox logo for marketing

Sam Adams, the flagship brand of the Boston Beer Company, has been the official beer of the Boston Red Sox since 2018, when it replaced Budweiser. The deal between the two parties is set to last through the 2025 season. As part of the agreement, Sam Adams can use the Red Sox logo for marketing purposes, as well as conduct Red Sox-related contests with tickets as prizes.

The partnership allows Sam Adams to use the Red Sox name and logo in its advertising throughout New England. The brand will also be featured prominently throughout the Red Sox's home stadium, Fenway Park, including a right-field rooftop deck called the "Sam Deck" and a bar area under the third-base stands called "Sammy's on Third".

The deal between the Boston Beer Company and the Boston Red Sox was reached in 2017. It was an eight-year deal that would make Sam Adams the official beer of the Red Sox through the 2025 season. The financial terms of the deal were not disclosed, but it was reported that the beer company would need to shift advertising dollars away from traditional channels to fund the partnership.

The agreement between the two iconic Boston brands also includes signage at Fenway Park, with Sam Adams taking over the right-field sponsor sign that previously featured Budweiser. In addition to the use of the Red Sox logo in marketing, Sam Adams will also be visible during spring training at JetBlue Park in Fort Myers, Florida, and will have opportunities to partner with the team across New England.

Sam Adams beer is named after a Founding Father

Sam Adams beer is named after Founding Father Samuel Adams, who was a brewer and maltster. Adams inherited his father's brewery on Boston's King Street (now State Street).

Jim Koch, the founder of the Boston Beer Company, which brews Sam Adams, chose to name his beer after his favourite revolutionary patriot. Koch, a sixth-generation brewer, admired Adams's role in the American Revolution, describing him as "the most independent-minded of the founding fathers".

In addition to being a brewer, Adams was a rabble-rouser and a charismatic firebrand who fanned the flames of independence. He was a primary organiser of the Sons of Liberty, a group that opposed the Stamp Act in 1765.

Adams also had a political career, serving as a minister, justice of the peace, selectman, and member of the colonial legislature. Despite his political ambitions, Adams was not a strong financial manager. He performed poorly as a tax collector and soon found himself indebted to the government.

In 1985, Koch introduced his new craft beer, Sam Adams, at about 35 bars and restaurants in Boston. The beer was voted "Best Beer in America" at the Great American Beer Festival just six weeks later. Today, Sam Adams is the largest and one of the most award-winning craft brewers in the United States.

Since 2018, Sam Adams has been the official beer of the Boston Red Sox, with an eight-year deal lasting through the 2025 season.

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