Segmentation and Target Market for Samuel Adams
Kevin Galetto
MKT/571
October 8,2014
James McCarthy

Segmentation and Target Market for Samuel Adams
Samuel Adams Boston Lager is a Boston Beer Company that was founded in 1984 by Jim Koch. Jim used his great–great–grandfather’s 1870 beer recipe to produce one of the most successful microbreweries in the United States.
Samuel Adams produces quality craft beers and is perfectly positioned to capture a major segment of the American beer industry. Samuel Adams has produced double-digit growth in the custom handcrafted beer market and has developed new technology in brewing techniques and packaging to offer connoisseurs fresher beer in the most efficient and expeditious manner possible.
Samuel Adams targets import beer drinkers, bar and restaurant decision makers and bartenders. The marketing team of Samuel Adams tries to educate potential customers using grassroots marketing campaigns and face-to-face customer communications. What they found was that import beer drinkers were making irrational decisions to drink import beers. They were not drinking import beers because of the taste, but because of tradition and did not know that handcrafted beer did not need to taste bitter. Samuel Adams set out to change the perception of custom crafted beers, one beer drinker at a time. Their marketing consisted of placing two cent pamphlets in bars and on their bottles that described their brewing process and explained why domestic handcrafted beer was the better choice. This took them over 20 years to educate their customers, and now Samuel Adams is the largest handcrafted beer company in the United States. Their brand name has become synonymous with quality handcrafted beer and has been taking market share from the bigger domestic beer market.

Reference
Kotch, J. (2007, April 1). Jim Koch on the Secret to Effective