The reason is simple – this is one of the only companies out there marketing their product based on flavour. Especially among the big American companies that put their ads on during major sporting events where I might be paying attention.
You see, beer companies, both American and Canadian, seem to market their beer on excitement, attitude, experiences and glamour. This is the prevailing approach that permeates commercial after commercial. Ads online, on television and in print media – they all focus on beautiful people getting up to amazing things: have you found your beach, lately?
Yet, here is Samuel Adams spending gobs of money to have nation-wide advertising, extolling something as banal and unassuming as the taste of their beer. Their spokesperson is a bald guy with a funky beard. Strangely, he’s the dude that actually is there, brewing the beer. Who better to tell you all the work he’s been doing to make the beer, you know, taste good?