The Ultimate Accessory to Get Back to the True
Meaning of Summer: Beer
BOSTON, June 7, 2023
/PRNewswire/ -- Samuel Adams believes summer should be about
letting loose with a cold beer. But, all too often, unwanted
obligations cut into our well-deserved beer time. To help the
whopping 80% of Americans1 that say they have
obligations on their calendar they would be eager to ditch this
summer, Samuel Adams created the ultimate summertime accessory -
the Samuel Adams 'I CAN't' Can.
If you can't make it - shake it! Shake the 'I CAN't' Can and an
excuse will appear at the top of the mock can. Your favorite summer
ale now provides the perfect excuses to bail! Available for
pre-order now, drinkers can head to the Sam
Adams Store to get their hands on a limited-edition 'I
CAN't' Can.
"Summer should be the season of fun, not obligations," said
Lauren Price, Head of Brand, Samuel
Adams. "We created the 'I CAN't' Can as a lighthearted way to help
drinkers take a well-deserved break from some of life's less
desirable occasions and return to what they love most - cracking
open a cold one. Next time an unwanted obligation is part of the
plan, just reach for the 'I CAN't' Can."
Americans are ready to ditch summer obligations. A recent
survey1 from Samuel Adams conducted online by The Harris
Poll confirms that 80% of Americans say they have obligations on
their calendar they would be eager to ditch this summer, but 22%
have struggled to come up with a believable excuse to bail. Enter
the I CAN't Can!
'I CAN't' Can Product Details:
- The 'I CAN't' Can is available while supplies last on the
Sam Adams Store for
$5.30, as a nod to Samuel Adams Summer Ale's 5.3% ABV.
- The mock 12 oz can features 12 excuses, brewed to help adults
who need an 'out' like:
-
- "Working on a 6-pack"
- "Caught an ale-ment"
- "Blew out my flip flop"
Raise a Can to Summer:
With those unwanted plans out
of the way, you can get back to the true meaning of summer: beer.
Kick back with the new Samuel Adams Ditch Days Variety Pack,
featuring fan-favorites Summer Ale
and Porch Rocker, alongside new variety pack exclusives – Summer
Adventure Lager and Take-A-Day IPA.
- Summer Ale: Crisp,
refreshing and easy-drinking, this American wheat ale is synonymous
with summer. With a citrus blend of orange, lime, and lemon peels
and a hint of pepper from West-African Grains of Paradise, it's
perfect for ditching the hustle and enjoying the summer heat.
- Porch Rocker: Beat the heat with Porch Rocker, a tangy
twist on the traditional Bavarian Radler. Named after the cyclist
that inspired it, our take starts with a crisp golden Helles lager
and adds a blend of real lemons to create a refreshing,
fresh-squeezed flavor.
- Summer Adventure Lager: A crisp and smooth summer Lager
with pineapple and lime, perfect for any summertime adventure.
- Take-A-Day IPA: Enjoy a juicy and refreshing IPA
that's sessionable, thirst-quenching and full of orange flavor for
a perfectly sweet, summer taste profile.
Drinkers nationwide can find the new Samuel Adams Ditch Days
Variety Pack or other seasonal offerings in their area by visiting
samueladams.com/find-a-sam.
Additional Survey1 Findings:
- Almost half of Americans (49%) say Summer is a good season to
prioritize vacations over obligations, more than Spring (24%),
Winter (18%), and Fall (17%).
- But what obligations are Americans most eager to ditch?
-
- 36% want to bail on yard work.
- 30% want to ditch work.
- A quarter (26%) want to get out of moving or helping others
move.
ABOUT SAMUEL ADAMS: THE BEER
Samuel Adams is a leading
independent, American craft brewer that helped to launch the craft
beer revolution. The brewery began in 1984 when Founder and Brewer
Jim Koch used a generations-old family recipe to brew beer in his
kitchen. Inspired and unafraid to challenge conventional thinking
about beer, Jim brought the recipe to life with hopes drinkers
would appreciate the complex, full-flavor and started sampling the
beer in Boston. He named the
flagship brew Samuel Adams Boston
Lager in recognition of one of our nation's founding
fathers, a revolutionary man of independent and pioneering spirit.
Today, Samuel Adams is one of the world's most awarded breweries
and remains focused on crafting the highest quality beers through
innovation and experimentation in the relentless pursuit of better.
Samuel Adams remains dedicated to elevating and growing the
American craft beer industry overall, including providing education
and support for entrepreneurs and fellow brewers through its
philanthropic program, Brewing the American Dream, which helps
others pursue their American Dream. For more information, visit
www.SamuelAdams.com or follow @SamuelAdamsBeer.
ABOUT BOSTON BEER COMPANY
The Boston Beer Company,
Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and
the Samuel Adams brand is currently recognized as one of the
largest and most respected craft beer brands. Our portfolio of
brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard
Hard Cider, Dogfish Head Brewery, and Hard Mountain Dew, as well as
other craft beer brands such as Angel City Brewery and Coney Island
Brewing. For more information, please visit our investor relations
website at www.bostonbeer.com, which includes links to all of
our respective brand websites.
1Survey Methodology: This survey was conducted
online within the United States by
The Harris Poll on behalf of Sam
Adams from May 2-4, 2023 among
2,040 U.S. adults ages 18 and older. The sampling precision of
Harris online polls is measured by using a Bayesian credible
interval. For this study, the sample data is accurate to within +/-
2.8 percentage points using a 95% confidence level. For complete
survey methodology, including weighting variables and subgroup
sample sizes, please contact SamAdamsPR@mullenlowe.com.
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SOURCE Samuel Adams