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001 Flagship Brands: Sierra Pale & Sam Adams Boston Lager
Doubling Down on Flagships
Due to flagging sales, both Sierra Nevada and Boston Beer Co. have recently taken steps to reposition their flagship brands, Pale Ale and Samuel Adams Boston Lager.
These are obviously iconic brands, and they both played a huge role in the craft revolution—and in our own craft journeys. We certainly have no interest in seeing these beers disappear, but can they turn the tide on sales by doubling down on their flagships?
How Do You Deal with the Promiscuous Consumer?
Industry and market indicators suggest that sustaining a flagship might prove difficult for this stage of craft. When Sam Adams and Sierra Nevada started up, they offered such big new flavors that they didn’t need to carry more than a few styles to keep people excited. Nowadays, of course, The Millennial drinker is distressingly promiscuous. They don’t plan to “get a beer” so much as look for somewhere they want to go and then decide what looks good. Beer, wine, spirits, or a cocktail are all pretty much the same to them.
So we’re very interested in the moves Sierra Nevada and Sam Adams are making. How do you get Pale Ale and Boston Lager back on top of consumers’ minds? Any play to tradition, history, and iconicity seems smart and necessary. It educates younger craft drinkers about the beers that inspired the brewery that just opened down the block. It invites old-timers (like, anyone who’s been into craft for more than 7 years) to make a kind of “homecoming” back to these essential beers.
Boston Lager got a visual brand makeover, which looks sharp, for sure. Sierra Nevada has focused more on digital strategy with its website and some social media campaigns. They’ve also brought in their first brand manager. They’re more visually experimental with their seasonal and one-off brands, which makes sense.
It’s Good to be Known for Something
Can they make the flagship a thing again? They’re off to a good start, and we wish them the best.
After all, it’s good to be known for something. It gives consumers some sense of stability and coherence and thus confidence in you. Sierra Nevada and Sam Adams certainly have the advantage of getting into the space first. There’s already lots of recognition.
Getting consumers excited again will be the big challenge, We still love these beers and can’t imagine the craft scene without them.
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By Brad Fruhauff and Mike Rataj
Doubling Down on Flagships
Due to flagging sales, both Sierra Nevada and Boston Beer Co. have recently taken steps to reposition their flagship brands, Pale Ale and Samuel Adams Boston Lager.
These are obviously iconic brands, and they both played a huge role in the craft revolution—and in our own craft journeys. We certainly have no interest in seeing these beers disappear, but can they turn the tide on sales by doubling down on their flagships?
How Do You Deal with the Promiscuous Consumer?
Industry and market indicators suggest that sustaining a flagship might prove difficult for this stage of craft. When Sam Adams and Sierra Nevada started up, they offered such big new flavors that they didn’t need to carry more than a few styles to keep people excited. Nowadays, of course, The Millennial drinker is distressingly promiscuous. They don’t plan to “get a beer” so much as look for somewhere they want to go and then decide what looks good. Beer, wine, spirits, or a cocktail are all pretty much the same to them.
So we’re very interested in the moves Sierra Nevada and Sam Adams are making. How do you get Pale Ale and Boston Lager back on top of consumers’ minds? Any play to tradition, history, and iconicity seems smart and necessary. It educates younger craft drinkers about the beers that inspired the brewery that just opened down the block. It invites old-timers (like, anyone who’s been into craft for more than 7 years) to make a kind of “homecoming” back to these essential beers.
Boston Lager got a visual brand makeover, which looks sharp, for sure. Sierra Nevada has focused more on digital strategy with its website and some social media campaigns. They’ve also brought in their first brand manager. They’re more visually experimental with their seasonal and one-off brands, which makes sense.
It’s Good to be Known for Something
Can they make the flagship a thing again? They’re off to a good start, and we wish them the best.
After all, it’s good to be known for something. It gives consumers some sense of stability and coherence and thus confidence in you. Sierra Nevada and Sam Adams certainly have the advantage of getting into the space first. There’s already lots of recognition.
Getting consumers excited again will be the big challenge, We still love these beers and can’t imagine the craft scene without them.