Sam Adams and Its New Agency Launch a Fresh Summer Campaign as the Craft Beer Wars Heat Up

As the biggest global beer-makers merge and buy up smaller operations, one of the original craft breweries looks to reestablish its place in the market. This task now falls to a new agency of record in independent hometown shop MMB, whose first broadcast work for Sam Adams debuted today.

“Sam Adams makes some of the best beer on planet earth,” said MMB executive creative director Greg Almeida, adding that his agency looks to “breathe fresh energy into the brand” by departing from past campaigns that focused on the act or art of brewing rather than the appeal of the product itself.

The work, which introduces new packaging for the classic Summer Ale is indeed a big departure driven completely by CGI and a dancehall-style cover of the Wu Tang...