Here is a good story about a man with a passion for beer (he and I have something in common).
Still, for six long years, Boston Beer was stuck at about $200 million in sales. Last year, sales spiked up to $238 million but have softened this year. As bad as that looks, other specialty brewers suffered far more in what by the late 1990s had become a brutally overcrowded marketplace. In the past two years, Boston Beer's stock has risen 40%, to $15 a share, outpacing the gains of Coors and Redhook. Still, that's only about half what it was worth after an initial public offering in 1995. And although Koch bridles at the "father's beer" tag, he admits that trying to reach a new generation has been a humbling experience. "I know that Sam Adams still stands for quality, passion, authenticity, and innovation, but I don't know how to communicate that to a 23-year-old," he says.
I've noticed the new Samuel Adams adds, and they are kind of funny, but not as memorable as other beer ads.
I think a good way to position the beer would be as the "after college" beer. College kids always drink cheap bear like Natural Light, so Sam Adams should try to be the hip beer that all the kids want to drink but can't afford while in college. Maybe they could run some ads that show a guy getting his first paycheck at a real job, and going to blow it on Sam Adams. Of course, beer ads really need to be funny too, or they may get ignored. Regardless of what they do, I'm not switching. I am quite happy drinking my Rolling Rock.