Samuel Adams American Light Debuts Nationwide, Helping Fans Upgrade Their Beer and Lock In Their Seat for Tip-Off
Samuel Adams has launched its award-winning Samuel Adams American Light nationwide, introducing an innovative digital solution called 'The Spot Clock' to enhance game-day viewing experiences. This digital timer allows fans to reserve their seats for up to two minutes while getting refreshments, addressing a common issue where 75% of game-viewing party attendees struggle for good seats.
The new American Light, branded as America's Most Premium Light Beer, features 4.2% ABV and 115 calories. It's crafted with 100% American ingredients, including Montana barley and Washington State hops from independent local farmers. The beer is now available in 12 oz. six-packs, 12-packs, 24oz. cans, and on draft in select locations nationwide.
Fans aged 21+ can access The Spot Clock through AmericanLightSeatSaver.com to secure their viewing spots during games. This launch aligns with basketball season, offering viewers a solution to maintain their premium seats while enjoying America's #1 most trusted craft beer brand.
Samuel Adams ha lanciato a livello nazionale la sua premiata Samuel Adams American Light, introducendo una soluzione digitale innovativa chiamata 'The Spot Clock' per migliorare l'esperienza di visione durante le partite. Questo timer digitale consente ai fan di riservare i propri posti per un massimo di due minuti mentre si procurano delle bevande, affrontando un problema comune in cui il 75% dei partecipanti a feste di visione di partite ha difficoltà a trovare buoni posti.
La nuova American Light, etichettata come la birra leggera più premium d'America, presenta un ABV del 4,2% e 115 calorie. È realizzata con ingredienti 100% americani, tra cui orzo del Montana e luppolo dello stato di Washington provenienti da agricoltori locali indipendenti. La birra è ora disponibile in confezioni da sei da 12 oz, da 12, da lattine da 24 oz e alla spina in selezionati punti vendita a livello nazionale.
I fan di età superiore ai 21 anni possono accedere a The Spot Clock tramite AmericanLightSeatSaver.com per assicurarsi i loro posti di visione durante le partite. Questo lancio coincide con la stagione di basket, offrendo agli spettatori una soluzione per mantenere i loro posti premium mentre gustano il marchio di birra artigianale più fidato d'America.
Samuel Adams ha lanzado a nivel nacional su premiada Samuel Adams American Light, introduciendo una solución digital innovadora llamada 'The Spot Clock' para mejorar la experiencia de visualización en los días de juego. Este temporizador digital permite a los aficionados reservar sus asientos por hasta dos minutos mientras obtienen refrescos, abordando un problema común donde el 75% de los asistentes a fiestas de visualización de partidos luchan por buenos asientos.
La nueva American Light, etiquetada como la cerveza ligera más premium de América, presenta un 4.2% de ABV y 115 calorías. Está elaborada con ingredientes 100% estadounidenses, incluyendo cebada de Montana y lúpulo del estado de Washington de agricultores locales independientes. La cerveza ya está disponible en paquetes de seis de 12 oz, de 12, latas de 24 oz y en barril en ubicaciones seleccionadas a nivel nacional.
Los aficionados de 21 años o más pueden acceder a The Spot Clock a través de AmericanLightSeatSaver.com para asegurar sus lugares de visualización durante los juegos. Este lanzamiento coincide con la temporada de baloncesto, ofreciendo a los espectadores una solución para mantener sus asientos premium mientras disfrutan de la marca de cerveza artesanal más confiable de América.
사무엘 아담스가 전국적으로 수상 경력이 있는 사무엘 아담스 아메리칸 라이트를 출시하며, 게임 데이 관람 경험을 향상시키기 위해 '더 스팟 클락'이라는 혁신적인 디지털 솔루션을 도입했습니다. 이 디지털 타이머는 팬들이 음료를 사는 동안 최대 2분 동안 좌석을 예약할 수 있게 해주며, 75%의 경기 관람 파티 참석자들이 좋은 자리를 찾는 데 어려움을 겪는 일반적인 문제를 해결합니다.
새로운 아메리칸 라이트는 미국 최고의 프리미엄 라이트 맥주로 브랜드화되었으며, 4.2% ABV와 115 칼로리를 특징으로 합니다. 몬태나의 보리와 워싱턴주 농부들로부터의 홉을 포함하여 100% 미국산 재료로 만들어졌습니다. 이 맥주는 현재 12 oz 짜리 6팩, 12팩, 24 oz 캔 및 전국의 선택된 장소에서 생맥주로 제공됩니다.
21세 이상의 팬들은 AmericanLightSeatSaver.com을 통해 더 스팟 클락에 접근하여 게임 중 관람 자리를 확보할 수 있습니다. 이번 출시와 농구 시즌이 맞물리며, 팬들에게 미국에서 가장 신뢰받는 수제 맥주 브랜드를 즐기면서 프리미엄 좌석을 유지할 수 있는 해결책을 제공합니다.
Samuel Adams a lancé à l'échelle nationale sa Samuel Adams American Light primée, en introduisant une solution numérique innovante appelée 'The Spot Clock' pour améliorer l'expérience de visionnage lors des jours de match. Ce minuteur numérique permet aux fans de réserver leurs sièges pendant jusqu'à deux minutes tout en se procurant des rafraîchissements, abordant un problème courant où 75% des participants aux fêtes de visionnage de matchs ont du mal à trouver de bons sièges.
La nouvelle American Light, présentée comme la bière légère la plus premium d'Amérique, affiche un ABV de 4,2% et 115 calories. Elle est fabriquée avec des ingrédients 100% américains, y compris de l'orge du Montana et du houblon de l'État de Washington provenant d'agriculteurs locaux indépendants. La bière est désormais disponible en packs de six de 12 oz, en packs de 12, en canettes de 24 oz et à la pression dans des lieux sélectionnés à l'échelle nationale.
Les fans âgés de 21 ans et plus peuvent accéder à The Spot Clock via AmericanLightSeatSaver.com pour sécuriser leurs places de visionnage pendant les matchs. Ce lancement coïncide avec la saison de basketball, offrant aux spectateurs une solution pour maintenir leurs sièges premium tout en profitant de la marque de bière artisanale la plus fiable d'Amérique.
Samuel Adams hat sein preisgekröntes Samuel Adams American Light landesweit eingeführt und eine innovative digitale Lösung namens 'The Spot Clock' vorgestellt, um das Erlebnis am Spieltag zu verbessern. Dieser digitale Timer ermöglicht es den Fans, ihre Sitzplätze bis zu zwei Minuten lang zu reservieren, während sie Erfrischungen holen, und spricht ein häufiges Problem an, bei dem 75% der Teilnehmer an Spielansichtspartys Schwierigkeiten haben, gute Plätze zu finden.
Das neue American Light, das als Amerikas premium leichtes Bier vermarktet wird, hat einen Alkoholgehalt von 4,2% und 115 Kalorien. Es wird mit 100% amerikanischen Zutaten hergestellt, darunter Gerste aus Montana und Hopfen aus dem Bundesstaat Washington von unabhängigen lokalen Bauern. Das Bier ist jetzt in 12 oz Sechserpacks, 12er Packs, 24 oz Dosen und in ausgewählten Orten in den USA vom Fass erhältlich.
Fans ab 21 Jahren können über AmericanLightSeatSaver.com auf The Spot Clock zugreifen, um ihre Plätze während der Spiele zu sichern. Dieser Launch fällt mit der Basketballsaison zusammen und bietet den Zuschauern eine Lösung, um ihre Premium-Sitze zu behalten, während sie die am meisten vertrauenswürdige Craft-Biermarke Amerikas genießen.
- Nationwide launch of new premium light beer product expands market reach
- Strategic marketing campaign aligned with basketball season viewing habits
- Product differentiation through 100% American-sourced ingredients
- Entering highly competitive light beer market segment
- Marketing campaign to specific sporting event timing
Insights
Boston Beer Company's nationwide launch of Samuel Adams American Light represents a strategic expansion into the highly competitive light beer segment, which continues to dominate U.S. beer consumption. This move signals the company's intent to diversify beyond its traditional craft beer stronghold and capture market share in a category long dominated by macro brewers.
The timing of this launch during March Madness basketball tournament is tactically sound, targeting a peak consumption period when beer sales typically surge. However, SAM faces significant challenges in this category:
- The light beer market is heavily consolidated with entrenched competitors like AB InBev and Molson Coors commanding substantial market share
- Premium positioning ("America's Most Premium Light Beer") suggests higher price points, potentially limiting volume in a price-sensitive category
- SAM's distribution network, while improved, still lacks the reach of macro competitors
Without disclosed sales projections or marketing investment figures, it's difficult to quantify potential revenue impact. The emphasis on American-sourced ingredients may resonate with certain consumer segments but adds supply chain complexity and potential cost pressures compared to competitors' economies of scale.
The "Spot Clock" marketing campaign represents typical event-tied promotional activity rather than a significant brand investment. While creative, such campaigns rarely move the needle financially without substantial media support.
America’s Most Premium Light Beer Ensures Basketball Fans Secure the Best Seats in the House
Boston, MA, March 18, 2025 (GLOBE NEWSWIRE) -- Samuel Adams, America’s #1 most trusted craft beer brand[1], commemorates the nationwide launch of its award-winning Samuel Adams American Light by putting an end to the disruptive behavior affecting gametime viewing enjoyment: seat jockeying.
According to a recent survey, over half of U.S. adults attend game-day viewing parties, and three-quarters of them battle for a good seat[2]. That’s why Samuel Adams American Light has introduced a clever solution to put an end to all seat squabbles: The Spot Clock.
This March, basketball fans can forget calling “fives” and start locking in their premium seats with The Spot Clock from American Light. Inspired by the shot clock, which times possession on the court, The Spot Clock times seat possession, giving fans up to two minutes to grab their next cold American Light without losing their spot.
“Basketball fans shouldn’t have to risk losing their prime seat when getting up to score another round – just like they shouldn’t have to sacrifice flavor and taste to enjoy a light beer,” said Lauren Price, head of brand, Samuel Adams. “That’s why we created The Spot Clock – so they can lock in their spot, enjoy an American Light, and let their only worry be a busted bracket.”
Distinctly American and awarded America’s Most Premium Light Beer, this light craft lager is a crisp, refreshing, great-tasting, easy-to-drink beer perfect to upgrade everyday drinking occasions. With an ABV of
Anyone 21+ who wants to lock in their seat can go to AmericanLightSeatSaver.com, start The Spot Clock and let their phone officially save their premium spot for up to two minutes while they grab another round. When they return, their seat is saved, and American Light is secured. If the clock runs out before they return, the seat is up for grabs. The Spot Clock can be restarted any time during the game – because a premium seat goes hand-in-hand with America’s Most Premium Light Beer.
Samuel Adams American Light is available in 12 oz. six-packs, 12-packs, 24oz. cans, and on draft in select locations nationwide. Drinkers nationwide can find it in their area by visiting https://www.samueladams.com/find-a-sam.
For more information about Samuel Adams American Light, please visit samueladams.com or follow @SamuelAdamsBeer on social media.
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ABOUT SAMUEL ADAMS: THE BEER
Samuel Adams is a leading independent, American craft brewer that helped to launch the craft beer revolution. The brewery began in 1984 when Founder and Brewer Jim Koch used a generations-old family recipe to brew beer in his kitchen. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life with hopes drinkers would appreciate the complex, full-flavor and started sampling the beer in Boston. He named the flagship brew Samuel Adams Boston Lager in recognition of one of our nation's founding fathers, a revolutionary man of independent and pioneering spirit. Today, Samuel Adams is one of the world's most awarded breweries and remains focused on crafting the highest quality beers through innovation and experimentation in the relentless pursuit of better. Samuel Adams remains dedicated to elevating and growing the American craft beer industry overall, including providing education and support for entrepreneurs and fellow brewers through its philanthropic program, Brewing the American Dream, which helps others pursue their American Dream. For more information, visit www.SamuelAdams.com or follow @SamuelAdamsBeer
ABOUT BOSTON BEER COMPANY
The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in the United States. We consistently offer the highest-quality products to our drinkers, and we apply what we've learned from making great-tasting craft beer to making great-tasting and innovative "beyond beer" products. Boston Beer Company has pioneered not only craft beer but also hard cider, hard seltzer and hard tea. Our core brands include household names like Angry Orchard Hard Cider, Dogfish Head, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Samuel Adams. We have taprooms and hospitality locations in California, Delaware, Massachusetts, New York and Ohio. For more information, please visit our website at bostonbeer.com, which includes links to our respective brand websites.
[1] Morning Consult Brand Intelligence, Most Trusted Brands 2024 Report, June 2024.
[2] HUNTER surveyed 1,000 individuals, aged 18+, between November 7-8, 2024, using the Suzy™ on-demand consumer research platform. Weighting was applied to the total sample by age, gender and region in accordance with the current U.S. adult population.
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Devon Savage Samuel Adams devon.savage@bostonbeer.com HUNTER SamAdams@hunterpr.com
FAQ
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