Sam Adams Partners with Boston Athletic Association to Make Marathon Brew

March 1, 2012
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L-R: Joann Flaminio, president of Boston Athletic Association; Bill Rodgers, four-time Boston Marathon champion; and Jim Koch, Boston Beer Co. founder

Sam Adams will be the official beer sponsor of the 2012 Boston Marathon, a Patriot’s Day tradition so respected that Massachusetts observes it as a state holiday. In honor of this new partnership, Sam Adams is developing a brew specifically for the occasion. The “Samuel Adams Boston 26.2 Brew” will be designed for runners and spectators alike, being light in body and low in alcohol content. They started brewing last week to have the beer available by race day at pubs and restaurants across Boston and other race-related events.

What a great way to take an event sponsorship to the next level by saturating the market before, during and after with something highly desirable – a limited edition brew that is completely relevant to the day.

Read the press release here: MarketWatch

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