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08.2014

Massachusetts Beverage Business

OnBeerReport

BOSTON LAGER FLIES JETBLUE

A new partnership has been brewed between the beer maker and JetBlue. The airline will now serve recently introduced “Sam Cans” of Samuel Adams Boston Lager on all flights over 339 miles. The partnership developed after a representative of JetBlue learned that Boston Beer would begin canning its flagship beer. “They asked if we would be interested in selling Sam Adams on all JetBlue flights that serve alcohol,” said Jim Koch, the founder of Boston Beer Company. “I thought JetBlue would be a great partner for us. Their customers are also my drinkers. It’s a great fit.” Koch said sales of Boston Lager at 35,OOO feet will not be a significant source of revenue but does see the partnership as another opportunity to introduce craft beer to new customers.

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