Samuel Adams Super Bowl Commercial for “Remastered” Recipe
Nearly 40 years after releasing Samuel Adams Boston Lager, a beer that helped usher in a new era of brewing in the United States, Boston Beer Company is announcing the widespread launch of its “reconstituted” recipe with a new Super Bowl commercial. A 60-second version of the ad was posted on Monday. Featuring comedian Lenny Clarke and former Celtics player Kevin Garnett, WCVB’s Chronicle had exclusive access to the commercial’s shoot earlier this month. The ad’s theme is to imagine a “brighter Boston,” where people don’t fight over parking spaces, echoing the change the company says they made to Samuel Adams’ recipe. “I’ve been making Boston Lager for nearly 40 years,” Koch told the Chronicle. “I have in my mind this picture, the perfect Samuel Adams Boston Lager, and I haven’t made it yet. So for 38 (or) 39 years I’ve been chasing perfection.” A chronicle look behind the scenes at the making of the ad and an interview with Koch will premiere in the next episode. The show airs weekdays at 7:30pm on WCVB channel 5. Chronicle also interviewed Koch back in 1985, about two months after Samuel Adams was on the market and after winning “Best Beer in America” at the Great Britain Festival. American Beer Festival. The first four consecutive years. At the time, the Harvard-trained entrepreneur would personally go to restaurants, bars, and liquor stores to persuade businesses to sell his beer. Watch the 1985 video below “I had to assess whether I thought it was possible to build a business around product quality rather than advertising and image. The entire business was built around the belief that if I made the best beer in the country, people would eventually find their way to drink it,” Koch said in 1985. Koch said the original recipe belonged to his great-grandfather, who was a brewer in St. Louis during the 1870s. A final 30-second version of the new commercial for the drink is expected to air during the big game on February 12. The Samuel Adams Boston Lager version has already been tested in some markets. According to a New York state beverage distributor who carries the product, the drink has been modified to have “higher astringency and a more refreshing, cleaner taste than the original recipe.”
Nearly 40 years after releasing Samuel Adams Boston Lager, a beer that helped usher in a new era of brewing in the United States, Boston Beer has announced the widespread launch of its “reconstituted” recipe with a new Super Bowl commercial.
A 60-second version of the ad was posted on Monday. It features comedian Lenny Clarke and former Celtics player Kevin Garnett.
WCVB’s Chronicle had exclusive access to the commercial’s shoot earlier this month. The ad’s theme is to imagine a “brighter Boston,” where people don’t fight over parking spaces, echoing the change the company says they made to Samuel Adams’ recipe.
“I’ve been making Boston Lager for nearly 40 years,” Koch told the Chronicle. “I have in my mind this picture, the perfect Samuel Adams Boston Lager, and I haven’t made it yet. So for 38 (or) 39 years I’ve been chasing perfection.”
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Chronicle’s behind-the-scenes look at the advertising industry and an interview with Koch will premiere in the upcoming episode. The program airs weekdays at 7:30 pm on WCVB channel 5.
Koch was also interviewed by Chronicle in 1985, about two months after Samuel Adams was introduced to the market and after it won “Best Beer in America” at the Great American Beer Festival for the first time in four consecutive years. At the time, the Harvard-trained entrepreneur would personally go to restaurants, bars, and liquor stores to persuade businesses to sell his beer.
Watch the 1985 video below
“I had to assess if I thought it was possible to build a business around product quality rather than advertising and image. The whole business was built around the belief that if you make the best beer in the country, people will eventually find a way to drink it,” Koch said in 1985.
Koch said the original recipe belonged to his great-grandfather, who was a brewer in St. Louis during the 1870s.
A final 30-second version of the new commercial for the drink is expected to air during the big game on February 12.
The “redesigned” version of the Samuel Adams Boston Lager has already been tested in some markets. According to one New York State Beverage Distributor Whoever carries the product, the drink has been modified to have “higher astringency and a fresher, cleaner taste than the original recipe”.