Sam Light Arrives in Chicagoland
<editor's note> The following information is taken from the PR Newswire Association, Inc. Copyright 2002 PR Newswire Association, Inc. PR Newswire...04/29/2002 </editor's note>
Sam Adams(R) Launches The Second American Beer Revolution In Chicago With Sam Adams Light(TM); Named World's Best at the World Beer Championships, Sam Light Arrives in Chicagoland Chicago's own World Beer Championships have already discovered what all Chicagoans will soon learn, Sam Adams Light(TM) is the only light beer to perfectly balance taste and drinkability. Sam Adams Light set a new record in the Reduced Calorie Lager Category at the World Beer Championships this past December, confirming that the next revolution in beer had begun. The first revolution started when Jim Koch altered the American beer landscape in 1985 with Sam Adams Boston Lager. By launching Sam Adams Light(TM) this month in Chicago and its suburbs, he will begin shattering the perception of what a light beer should be in Chicagoland. "Chicago is absolutely one of the best beer towns in the nation, and we've worked for years to develop a recipe that offers the flavor and drinkability that beer lovers want," explained Koch. "Sam Adams Light is the only light beer, domestic or imported, brewed with only two-row malt and Noble hops. Using the world's best ingredients, gives Sam Adams Light a flavor and a complexity never before found in light beer." The light beer segment has been marked by dramatic growth in volume in recent years, but not by growth in quality or variety. Seen as a growing sector, light beer has stimulated the beer industry in an otherwise flat market. According to 2002 ACNielsen data, from 1993 to 2001 the light beer category increased its overall U.S. beer market share by more than nine points to 45 percent. ACNielsen also reported that domestic light beers represented about 95% of light beer volume in 2001. Even still, Benji Steinman, editor of Beer Marketer's Insights, suggests that, "the light beer category's growth potential is an open opportunity for Sam Adams Light.(1)" Sam Adams Light uses no adjuncts and is the only light beer that uses only the four classic ingredients of beer: water, yeast, hops and malt. The Spalt Spalter hops used in Sam Adams Light are among the world's most expensive and are grown in the Spalt region of Germany. Sam Adams Light has just 124 calories and is 4.2 percent alcohol by volume. The arrival of Sam Adams Light answers the much-asked question - could there be a Sam Adams of light beer? "I talk to beer drinkers every day, so I know that they want a high quality, high flavor light beer," said Koch. "The bright amber color and rich creamy head immediately show that Sam Adams Light is a revolutionary light beer." Bottles of Sam Adams Light will begin appearing in Chicago bars and restaurants beginning April 29 and in stores in six and 12 packs beginning on June 10. Chicago joins all of New England; Columbus, Ohio; Phoenix, Arizona; and San Diego, California as Sam Light test markets. The Boston Beer Company is America's leading brewer of world-class beer. Founded in 1984 by sixth-generation brewer Jim Koch, the Company has won more than 200 international awards for its better-tasting beers. Samuel Adams Boston Lager, the Company's flagship brand, is celebrated worldwide for its high-quality ingredients and traditional brewing techniques. The result is a beer renowned by drinkers for its full flavor, balance, complexity, and consistent quality. For more information, visit the web site at www.samadams.com. Sam Adams Light follows in the tradition of Samuel Adams Boston Lager and is handcrafted by the Samuel Adams brewers. Sam Adams Light balances a clean, flavorful taste and smooth finish, and is the only American light beer to use only the four classic ingredients of beer: water, yeast, hops and malt. (1)"Sam Adams Tests Light." The Real Beer Page. July 24, 2001. www.realbeer.com.