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Introduction
Sam Adams Boston Lager was introduced to Boston in April of 1985. ... The story behind Sam Adams is a long story rich in family history dating back all the way to the early 1700’s. This paper will not discuss or focus on the history of Sam Adams, instead the Law of Leadership, the Law of Exclusivity and the Law of Line Extension will be discussed as they relate to the marketing strategies of Sam Adams. In addition, the product life cycle of the Sam Adams product line will be discussed.
The Law of Leadership
When Sam Adams entered the market in 1985, there were only a handful of microbreweries. ... Establishing themselves as one of the first brewers in the market with a quality and well marketed product line allowed Sam Adams to become a leader in the microbrewery segment of the beer industry. More interestingly, Sam Adams has been able to maintain and grow their market share amid fierce competition of the microbrew decade of the 1990’s and even into the 2000’s by developing patented unique brewing processes that gives Sam Adams its unique taste. In addition, Sam Adams brilliantly positioned themselves as “America’s world class beer” in the minds of the microbrew beer consumers around the world. Sam Adams was able to link America and quality microbrewed beer to their brand name Sam Adams. ... Sam Adams single handedly owns the word “microbrew” on a national and arguable on a global level.
Approximate Word count = 1190
Approximate Pages = 4.8
(250 words per page double spaced)
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