retail news in context, analysis with attitude

Advertising Age reports that the Boston Beer Co. is taking an unusual approach in its latest ad campaign - it is emphasizing how small it is and specifically that it has just 0.9 percent of US beer market share.

The reason: “It's not every day companies spend their media budgets heralding their general puniness,” Ad Age writes, “but it's not a good time to be a major player or seen as one in the beer industry. Virtually every premium brand with the scale to be perceived as mainstream -- Budweiser, Bud Light, Coors Light, Miller Lite, Corona Extra and Heineken Lager -- saw sales declines last year, and Samuel Adams -- while boasting a fraction of those brands' total sales -- is nearly as ubiquitous.”

According to the story, Sam Adams is looking to recapture some of the boutique aura it used to have and “retain its relevance in a world where the number of craft-beer options has increased exponentially.”
KC's View:
I happen to think that the new Sam Adams campaign is pretty effective - not least because it has Jim Koch, the company’s founder, as a primary spokesman for the company. There is a level of authenticity that Sam Adams has that seems to serve it well...

Plus, the beer is great...and that may be the most important thing of all.