Marketing Program
Product Strategy
Product Line. According to The Boston Beer Company’s 2012 Annual Report, they are the largest craft beer in the United States. They sold over fifty different beers under the Samuel Adams brand, ten flavored malt beverages under the Twisted Tea brand, five hard cider beverages under the Angry Orchard brand, and five beers under Alchemy & Science (2). The suggested retail price depends on each product.
Product Quality. Boston Beer Company employed over fifteen brew masters to monitor, operate, and control the production of its beers and ciders. In order to ensure the quality flavor of each brand, each product is tested, tasted, and evaluated to meet the Company’s standards. The Company includes on each product a clear and legible “Freshness” label to ensure their customers that they are enjoying the freshest beer. They use sufficient quantities of ingredients which include, two row varieties of barley for their malt, noble hops for superior taste and aroma, strains of yeast which is stored and protected, and different varieties of apples to be used in their ciders (2).
Packaging. The Boston Beer Company maintains competitive packaging materials in the form of shipping cases, six pack carriers, and crowns. They distribute their products to different vendors in all forms of packaging (2).
Price Strategy The Boston Beer Company maintains competitive pricings in the United States. Their products range in price depending on the product and packaging (2). For example, a six pack of one of Samuel Adams’ seasonal products has a suggestive retail price of about $8.00 to $9.00, but if sold individually, could cost anywhere between $2.00 - $6.00 depending where it is sold (1).
Promotional Strategy In order to maintain the freshness and quality of The Boston Beer Company’s products, they started their “Freshest Beer Program”