Boston Beer Betting Farm on Sam Adams Light
As Boston Beer rolls out Sam Adams Light, it will be spending heavily on mktg, (the ?bulk? of it on Light, sez ceo Jim Koch ), radically changing its biz model. So far, Boston Beer selling more beer but makin? less $$ in 2002. In 1st qtr, Boston Beer shipments up 14,000 bbls, 5.4%, but oper income down $3.4 mil, 64% as ad, selling and promo expenses up $6.5 mil, 42%. Shipments and orders so far suggest about a 20% jump in Apr-May, Boston said. Sam Adams Light only in New Eng and some test mkts, but resulted in avg of 30% incremental growth in those mkts, according to prexy Martin Roper. Boston Beer expects to be up 10-20% for full yr 2002; it said.
Publishing Info
- Newsletter: INSIGHTS Express
- Published: 04/16/2002
- Volume: 4
- Issue #: 16