Boston Beer rolls out new light beer state by state - Weekly Speciality Beer Report - Samuel Adams Light - Brief Article

Modern Brewery Age, Feb 4, 2002

The Boston Beer Company is continuing its New England roll-out of the new Samuel Adams Light, with its recent introduction into New Hampshire. Bottles of Sam Adams Light began appearing in New Hampshire on-premise accounts beginning January 21 and will debut in six and 12 packs on March 4.

The light beer segment has been marked by dramatic growth in volume in recent years, stimulating the beer industry in an otherwise flat market. According to 2001 ACNielsen data, from 1993 to 2000 the light beer category increased its overall U.S. market share by more than eight points to 45 percent. Nielsen also reported that domestic light beers represented about 95% of light beer volume in 2001.

"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. These ingredients give Sam Adams Light a flavor and a complexity never before found in light beer."

Koch said the Spalt Spalter hops used in Sam Adams Light are among the world's most expensive. Sam Adams Light has 128 calories and is 4.2 percent alcohol by volume.

Sam Adams Light has already been in test in Rhode Island; Maine; Columbus, OH; and San Diego, CA.