Sam Adams
Social & Activations
Sam Adams Beereal
In Bavaria, people drink beer for breakfast. Americans aren’t quite there…yet. So we created Beereal—the world’s first cereal designed to be mixed with Sam Adams Octoberfest! Beereal boxes sold out in a day.
#SayItWithSam
After over a year of wedding postponements thanks to Covid, summer 2021 was gonna be huge. So we gave fans a simple offer—plug “Sam Adams Summer Ale” in your wedding vows and we’ll pay the entire bar tab at your reception. With just a few simple static posts, the stunt went viral and ended up on The Tonight Show with Jimmy Fallon and major news outlets all over the country. And one crazy couple actually won.
The Sam Adams At-Home Seánce Kit
To celebrate Spooky Season, we created a limited-edition Seance Kit, so fans can have “a cold Sam Adams with a cold Sam Adams”. The kit included a Sam Adams portrait, a vial of Boston dirt, a vial of Samuel Adams hops, two pint glasses that reveal a spooky illusion when cold beer is poured, and an Octoberfest Can-dle can.
The Official Beer of Groundhog Day
Sam Adams can’t afford to sponsor the NFL or the NBA. So to launch their spring ale Cold Snap, we became the official beer of Groundhog Day and gave out free beer if Punxsutawney Phil saw his shadow. Yes, we met the groundhog.