“Revolution” On Tap for Samuel Adams Light

BOSTON–“Taste the revolution” will be the theme of ads from McCarthy Mambro Bertino here, supporting next week’s launch of Samuel Adams Light, the latest offering from Boston Beer, according to a representative at Boston Beer Co.

Ads introducing the new super-premium light–which is being launched in Rhode Island and Portland, Maine — will begin appearing this month. TV, radio, print and outdoor efforts will stress the beer’s good taste despite having a mere 128 calories.

It is being positioned as a superpremium tradeup from premium light brands like Miller Lite, Bud Light and Coors Light. The premium light beers are the biggest segment in the beer category having grown 5-6% since 1996 to 66.25 million barrels.

Boston Beer spends about $15-20 million annually on ads.

Boston Beer has in recent weeks solicited creative ideas from other agencies for its Sam Adams brand, sources have said [Adweek, July 2]. As yet, however, MMB has not been placed on notice nor has a full-blown review been launched.

Recent ads for Sam Adams were tagged “The world’s most award-winning beers” and were crafted by McCarthy Co. That entity, led by Joe McCarthy, in the spring, joined with Boston-based creative executives Jamie Mambro and Fred Bertino to form MMB. The shop, employing about 25 people, recently won Jiffy Lube.