Boston Beer Company Taps Goodby Silverstein & Partners for Sam Adams and Truly

The Martin Agency and McCann were also finalists

Side by side image of Samuel Adams and Truly Hard Seltzer
Boston Beer spent around $15 million marketing the 2 brands in the first half of this year.
Samuel Adams, Truly

Boston Beer Company has sent creative for its Sam Adams and Truly Hard Seltzer brands to Goodby, Silverstein & Partners following a review.

Boston Beer Company spent nearly $42 million on marketing for Sam Adams in 2018 and just under $14 million in the first half of this year, according to Kantar Media. The company also spent almost $1.2 million on marketing for Truly Hard Seltzer in the first six months of the year, according to Kantar Media.

“The team has a strong track record of success and creativity, and we’re looking forward to working together to get the word out and grow our brands,” Boston Beer Company CMO Lesya Lysyj said in a statement.

“These are two brands that are solidly in the middle of the conversation,” GS&P co-founder and co-chairman Jeff Goodby said in a statement. “They are so interestingly different from each other and enjoy enthusiastic followings that will be such fun to galvanize. We couldn’t be prouder and more excited about what happens next.”

A source with knowledge of the review said the process, which Avi Dan Strategies managed, only lasted about five weeks and that The Martin Agency and McCann were finalists.

Sam Adams named Hearts & Science as its media agency of record in June of 2018.

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