Samuel Adams, New England’s largest independent brewer, has been named the official beer of the Boston Red Sox.
Samuel Adams and the Red Sox have entered into a multi-year partnership.
Visitors to Boston’s Fenway Park will start to see the partnership come to life as soon as January 2018. Details of the agreement include:
- Two Sam Adams experiential bar areas: the right field roof deck will now be known as the “Sam Deck,” while a bar area located beneath the third base stands will be known as “Sammy’s On Third.”
- In addition to Boston Lager and Summer Ale, fans will have access to beers launching in 2018 like the Sam ’76.
- Visible signage throughout the ballpark, including the 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.
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, the company says. “The move continues to highlight an important cultural shift as the popularity of American craft beer provides new opportunities for Independent craft brewers,” the company says.