Nearly 40 years after Samuel Adams introduced Boston Lager, a beer that helped usher in a new era of brewing in the United States, Boston Beer Company is announcing the release of the “remastered” recipe in a new Super Bowl ad. It features comedian Lenny Clarke and former Celtics player Kevin Garnett. WCVB’s Chronicle got exclusive access to footage of the commercial earlier this month. The theme of the ad is to imagine a “Brighter Boston” where people don’t fight over parking spaces, reflecting the company’s tweaks to the Samuel Adams recipe. “I’ve been brewing Boston Lager for almost 40 years now,” Koch told the Chronicle. “I have this image in my head, the perfect Samuel Adams, the Boston Lager, and I haven’t done it yet. So I’ve been chasing perfection for 38 (or) 39 years.” Chronicle’s behind-the-scenes look at the commercial and interview Koch will premiere in an upcoming episode. The show airs weekdays at 7:30pm on WCVB channel 5. The Chronicle also interviewed Koch in 1985, about two months after Samuel Adams hit the market and won “Best Beer in America” at Great American Beer. The first festival in four consecutive years. At the time, the Harvard-educated businessman personally visited restaurants, bars and liquor stores to convince companies to sell his beer. Watch the 1985 video below”I had to evaluate whether I believed it was possible to build a business around product quality instead of advertising and image. The whole business was based on believing that if I made the best beer in the country, people would eventually find a way to drink it.” Koch said in 1985. It belonged to his great-grandfather, a brewer in St. Petersburg. Louis in the 1870s. Finally, a 30-second version of brew’s new commercial is expected to air during the big game in February. 12. A “remastered” version of Samuel Adams Boston Lager has already been tested in some markets. According to one New York state-based liquor distributor that carries the product, the brew has been tweaked to have “higher sessionability and a more refreshing, cleaner taste than the original recipe.”
Nearly 40 years after Samuel Adams introduced Boston Lager, the beer that helped usher in a new era of brewing in the United States, Boston Beer Company is announcing the release of its “remastered” recipe in a new Super Bowl ad.
A 60-second version of the ad was released to the public on Monday. It features comedian Lenny Clarke and former Celtics player Kevin Garnett.
WCVB’s Chronicle got exclusive access to footage of the commercial earlier this month. The theme of the ad is to imagine a “Brighter Boston” where people don’t fight over parking spaces, reflecting the company’s tweaks to the Samuel Adams recipe.
“I’ve been brewing Boston Lager for almost 40 years now,” Koch told the Chronicle. “I have this image in my head, the perfect Samuel Adams, the Boston Lager, and I haven’t done it yet. So I’ve been chasing perfection for 38 (or) 39 years.”
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Chronicle’s behind-the-scenes look at the making of the ad and Koch’s interview will premiere in an upcoming episode. The show airs weekdays at 7:30pm on WCVB 5.
The Chronicle also interviewed Koch in 1985, about two months after Samuel Adams hit the market and after he won “Best Beer in America” at the first Great American Beer Festival four years in a row. At the time, the Harvard-educated businessman personally visited restaurants, bars and liquor stores to persuade companies to sell his beer.
Check out the 1985 video below
“I had to evaluate whether I believed it was possible to build a business around product quality instead of advertising and image. The whole business is built on the belief that if I make the best beer in the country, people will eventually find their own way to drink it,” Koch said in 1985.
Koch said the original recipe belonged to his great-grandfather, a brewer in St. Petersburg. Louis in the 1870s.
Finally, a 30-second version of brew’s new commercial is expected to air during the big game in February. 12.
A “remastered” version of Samuel Adams Boston Lager has already been tested in some markets. According to one A liquor distributor based in New York State carrying the product, the brew was tweaked to have “higher sessionability than the original recipe and a more refreshing, cleaner taste.”
