Before the first sounds of the crack of the bat permeates the beginning of the 2018 Major League Baseball season, Samuel Adams will become the Official Beer of the Boston Red Sox. In doing so Sam Adams has knocked out Budweiser as the ballclub’s official beer.
The parent company of Samuel Adams, Boston Beer Co. has entered into a multi-years deal with the hometown MLB team and its historic Fenway Park. According to the Boston Globe, Boston Beer Co. has entered into an 8-year agreement with the Red Sox that will last through the 2025 season.
“I moved to Boston the year of the‘Impossible Dream Season’. Now visitors to this historic ballpark will enjoy the freshest Sam Adams beer, while watching an incredible team, playing under our sign over in right field. It’s my personal impossible dream come true,” said Jim Koch, founder and brewer of Samuel Adams in a statement. “We got our start right here in Boston, and for the past three decades we’ve worked our butts off to stay independent and brew great beer. As the official beer of the Red Sox, we get to celebrate our New England roots with millions of other fans as soon as the season kicks off.”
Sam Adams is the first American craft brewer to enter into a partnership with a Major League Baseball franchise, for this length of time and at this level. Last season Boulevard Brewing signed a 5-year deal with the Kansas City Royals to become the team’s Official Craft Beer. However Miller Lite continues to be the Official Beer of the Royals.
Though the MLB season doesn’t begin until April, visitors to Fenway Park will begin to see portions of the multi-year deal come to fruition as early as January 2018. Here are few things that Boston Beer Co. has shared with us.
Two Sam Adams experiential bar areas: the right field roof deck will now be known as the “Sam Deck,” and a bar area located beneath the third base stands will be known as “Sammy’s On Third.”
In addition to crowd favorites like Boston Lager and Summer Ale, fans will be able to enjoy new brews launching in 2018 like the highly anticipated Sam ’76.
Visible signage throughout the ballpark including the iconic right field sign which last changed nine years ago.
As the official beer of the Boston Red Sox, Sam Adams will have opportunities to partner across New England and in Fort Myers at JetBlue Park.
“Both the Red Sox and Sam Adams are rooted in Boston tradition and history, and Jim Koch and the entire team are as passionate about beer as we are about baseball,” said Red Sox President and CEO Sam Kennedy in a statement. “We are excited for this long-term partnership, and look forward to working collaboratively to represent Boston through our two brands.”
D.J. is a Portland, Oregon based writer that spent his formative years in the Midwest. With over 25 years under his belt of drinking beer at festivals across America and the world, he has developed a strong appreciation and understanding of craft beer and the industry that surrounds it. He can be found in any of the great breweries or beer bars that make Portland the best beer city in the world. His writing can also be found in the archives of Northwest Brewing News and can be followed on Twitter and Instagram at @hopapalooza.