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04.2012

Massachusetts Beverage Business

archivedOnBeerReport

SAM ADAMS HITS THE MARATHON ROUTE

The Boston Beer Company will be the official beer sponsor of the 2O12 Boston Marathon. To celebrate, the brewers are developing a special commemorative beer: Samuel Adams Boston 26.2 Brew. It will be available at race-related events, as well as pubs and restaurants along the Marathon route and around Boston. This is the first time the company has partnered with the Boston Athletic Association (BAA) for the Marathon. “I 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’ Day as my deadline. About half of our first 25 accounts were within three blocks of the finish line. So, the Marathon’s finish line was my starting line,” said Jim Koch, founder and brewer of Samuel Adams.

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