Sam Adams Official Beer Sponsor of Boston 116

Samuel Adams Adds Cheer to Patriot‰Ûªs Day In Honor of
the 2012 Boston Marathon

Partnership and Limited Release Brew

Commemorate Boston‰Ûªs
Rich History


February 23, 2012
‰ÛÒThe Boston Beer Company, brewers of Samuel Adams® beers, announced
today that it‰Ûªs helping to celebrate one of Boston‰Ûªs greatest traditions ‰ÛÒ
The Boston Marathon.


The brewery will be the official beer sponsor of the 2012 Boston
Marathon, one of the most revered and challenging races in the world.  To
celebrate, the Samuel Adams brewers are developing a special commemorative beer
to mark the heralded event.  This is the first time Samuel Adams has
partnered with the Boston Athletic Association for the Marathon.


‰ÛÏOur partnership is a perfect fit because of our shared
history‰ÛÒ a Boston-born brewery joining the biggest of Boston traditions,‰Û said Jim Koch,
founder and brewer of Samuel Adams. ‰ÛÏI released my first batch of Samuel
Adams Boston Lager to the public on Patriots Day in 1985, the day of the
Marathon right here in Boston. 
I faced a lot of challenges getting that first brew packaged and distributed in
time, but I had set Patriots‰Ûª Day as my deadline.  About half of our
first 25 accounts were within three blocks of the finish line.  So, the Marathon‰Ûªs finish line was my starting line,‰Û
added Koch.


The brewers of Samuel Adams beers
have been working hard to develop ‰ÛÏSamuel Adams® Boston 26.2 Brew,‰Û
a special beer which will be available at race-related events, as well as pubs
and restaurants along the Marathon route and around Boston. 


“We at the B.A.A. are very pleased to be partnering with another Boston institution,”
said Joann E. Flaminio, B.A.A. President. “The Boston Marathon is all
about Boston
and all about competitive success in a challenging environment. The same is
true of the folks at The Boston Beer Company and Samuel Adams. They are our
neighbors here in town, and they have gotten where they are through the same
hard work that we see from all of the athletes from around the world who work
hard to qualify to run the Boston Marathon each year. We are delighted to join
with Jim Koch and all of his colleagues in saying to 27,000 competitors from
around the globe, ‘Welcome to Boston’,
‘welcome to our home town.’ We’re proud to have you here and to enjoy what we
have to offer.”


Since the Boston Marathon‰Ûªs first run in 1897, the event has been
held every year in April on Patriot‰Ûªs Day.



About The Boston Beer Company


The Boston Beer
Company began in 1984 with a generations-old family recipe that Founder and
Brewer Jim Koch uncovered in his father‰Ûªs attic. Inspired and unafraid to
challenge conventional thinking about beer, Jim brought the recipe to life in
his kitchen.  Pleased with the results of his work, Jim decided to sample
his beer with bars in Boston in the hopes that
drinkers would appreciate the complex, full-flavored beer he brewed fresh in America.
 That beer was aptly named Samuel Adams Boston Lager®, in recognition
of one of our nation’s great founding fathers, a man of independent mind and
spirit.  Little did Jim know at the time, Samuel
Adams Boston Lager
soon became a catalyst of the American craft beer


Today, The
Boston Beer Company brews more than 30 styles of beer.  It relentlessly
pursues the development of new styles and the perfection of classic beers by
searching the world for the finest ingredients.  Using the traditional
four vessel brewing process, the Company often takes extra steps like
dry-hopping, barrel-aging and a secondary fermentation known as krausening.
 The Company has also pioneered another revolution, the ‘extreme beer’
movement, where it seeks to challenge drinker’s perceptions of what beer can
be. The Boston Beer Company has been committed to elevating the image of
American craft beer by entering festivals and competitions around the globe,
and in the past five years has won more awards in international beer
competitions than any other brewery in the world. As an independent company,
brewing quality beer remains its single focus. Although Samuel Adams® beer
is America’s largest-selling
craft beer, it accounts for only one percent of the U.S. beer market.  The Boston
Beer Company will continue its independently-minded quest to brew great beer
and to advocate for the growth of craft beer across America. For more information,
please visit



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