Samuel Adams Debuts ‘Due Date, Brew Date’ to Rally Expecting Couples to Embrace a Booze-Free Bond In Solidarity of Their Pregnant Partner
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Insights
The promotional campaign 'Due Date, Brew Date' introduced by Samuel Adams is a strategic marketing move aimed at capitalizing on the growing non-alcoholic beer market. The decision to offer a 40-week supply of non-alcoholic IPA, 'Just the Haze', to expecting fathers and non-carrying mothers reflects an understanding of consumer trends towards healthier lifestyles and inclusive consumption experiences. The campaign cleverly aligns with Dry January, a period when many consumers voluntarily abstain from alcohol, thus potentially increasing brand visibility and consumer engagement.
From a market perspective, the non-alcoholic beer category has seen a significant increase in demand, as evidenced by the +49% growth in NA Beer Volume over the past three years. This contrasts with the decline in total beer volume, which suggests a shift in consumer preferences. Samuel Adams' focus on this segment and the accolades received by 'Just the Haze' could position them favorably in a competitive landscape. However, the long-term success of such campaigns will depend on the ability to convert promotional participants into loyal consumers post-campaign.
Samuel Adams' foray into the non-alcoholic beer market with 'Just the Haze' is a strategic move that reflects broader industry trends and consumer demands. The introduction of the 'Due Date, Brew Date' campaign may stimulate short-term sales and brand awareness, but the financial implications extend beyond immediate revenue. The non-alcoholic segment's growth trajectory presents a potential avenue for sustainable revenue growth, especially when considering the decline in overall beer volume.
Investors should monitor the company's quarterly reports following the campaign to assess the impact on sales and market share. Furthermore, the cost of the campaign and the provision of free products could affect profit margins in the short term. However, if the campaign successfully attracts and retains customers within the non-alcoholic segment, it could lead to a favorable long-term impact on the company's financial health.
The 'Due Date, Brew Date' campaign by Samuel Adams taps into a niche but growing consumer segment that values inclusivity and support for expecting partners. The psychological impact of solidarity in abstaining from alcohol during a partner's pregnancy can foster a strong emotional connection with the brand. Additionally, the campaign's timing during Dry January may influence consumer behavior by offering a socially responsible alternative to traditional alcoholic beverages.
Consumer response to such initiatives can offer valuable insights into changing attitudes towards alcohol consumption. The success of this campaign could encourage other brands to explore similar strategies, potentially reshaping the landscape of promotional marketing in the beverage industry. The key to long-term behavioral change will be the product's ability to meet consumer expectations for taste and quality, as well as its accessibility and affordability relative to alcoholic options.
This Dry January, Accept the Challenge to Trade In Your Go-To Brew for a 40-Week Supply of Samuel Adams Non-Alcoholic IPA, Just The Haze
Boston, Jan. 10, 2024 (GLOBE NEWSWIRE) -- We all know expecting mothers can’t drink alcohol, which can be frustrating to see their partners continue to enjoy their favorite adult beverages. In fact, according to a recent survey commissioned by Samuel Adams and conducted online by The Harris Poll, only
Have a Due Date? It’s time to start planning your Brew Date! Head to @samueladamsbeer on Instagram, comment on the Due Date, Brew Date post, and you may win a 40-week supply of Samuel Adams non-alcoholic Just the Haze to enjoy the flavor of beer without the buzz. The brand is even throwing in a 6-pack of Samuel Adams Boston Lager to cheers making it to your Brew Date - oh, and to celebrate the new addition to your family.
“January is a time when many drinkers rotate non-alcoholic beer options into their routines, or give up alcohol for the month altogether, regardless of what stage of adulthood they're in” said Lauren Price, Head of Brand, Samuel Adams. “But perhaps one of the best times to try Sam Adams' flavorful Just the Haze Non-Alc IPA is when it matters most to your significant other. We created ‘Due Date, Brew Date’ as a way for expecting dads and non-carrying mothers to show their appreciation for their partner, without giving up their other great love – beer.”
Due Date, Brew Date Details:
- Visit the Due Date, Brew Date post on Samuel Adams’ Instagram from January 10 – 22 to enter. Head to the comments, tag your partner and tell us why you are willing to give up alcohol until their due date in solidarity. Or, if you are a carrying parent-to-be, tag your partner in the comments and let us know why you think they should accept the challenge.
- You may just win a 40-week supply of Samuel Adams non-alcoholic Just the Haze for you to enjoy all the taste of a world-class beer with none of the buzz. When the 40 weeks are over, Samuel Adams will also reward you with a gift off your registry and a 6-pack of Boston Lager so you can cheers to making it to your brew date.
- For a complete list of contest Rules & Regulations, visit https://www.samueladams.com/due-date-brew-date-rules.
All of the Taste, None of the Buzz:
Just the Haze is the beer lover’s non-alcoholic beer. Brewed by beer lovers, for beer lovers, the award-winning brew is the perfect choice for adults 21+, who might be looking to take a break from alcohol or use it to pace between their favorite buzzy brews.
- Just The Haze: A juicy, hazy, full-bodied IPA you’d never know was non-alcoholic. It packs an upfront citrus aroma with hints of grapefruit, tangerine and lime, complemented by tropical and stone fruit notes like pineapple, guava, melon and peach. The brewers at Samuel Adams spent two years perfecting the brand’s first non-alcoholic beer and spared no detail during the process to produce a rich and complex brew that meets beer-fanatic standards. Drinkers can rotate in this hazy, hoppy non-alcoholic IPA to their drinking sessions and get more out of their days, their nights, and every cheers in between.
- Accolades: Just the Haze won Silver at the 2023 World Beer Cup Awards, Gold Medal in Non-Alcoholic Beer Category at the 2022 Great American Beer Fest, and Silver at the 2021 World Beer Awards.
- Availability: 6-packs and 12-packs of 12-oz cans.
Increased Demand for Non-Alcoholic Offerings:
The future of non-alcoholic beer is bright, and NA Beer Volume has grown +
Find Just The Haze Near You
Drinkers nationwide can find Just The Haze in their area by visiting samueladams.com/find-a-sam.
1 Source: Circana, Total U.S. MULO + Convenience, 52 W/E 12/31/2023
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 the Samuel Adams brand is currently recognized as one of the largest and most respected craft beer brands. Our portfolio of brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider, Dogfish Head Brewery, and Hard Mountain Dew, as well as other craft beer brands such as Angel City Brewery and Coney Island Brewing. For more information, please visit our investor relations website at www.bostonbeer.com, which includes links to all of our respective brand websites.
Survey Methodology This survey was conducted online within the United States by The Harris Poll on behalf of Samuel Adams from December 12-14, 2023, among 2,014 adults ages 21 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/-2.7 percentage points using a
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FAQ
What is Samuel Adams' initiative 'Due Date, Brew Date'?
What accolades has Just the Haze received?
What is the increase in demand for non-alcoholic beer?
Where can drinkers find Just The Haze?
