12 August, 2005

USA: Tempo Beer Industries gets the franchise to market Samuel Adams beer

Tempo Beer Industries has gotten a franchise to market Boston-made Samuel Adams beer, said Globes on August 9. Samuel Adams beer is made using a unique five-week process. The beer has more body and bitterness than other beers made through a 2-3-week process.

Samuel Adams is not one of the brands made by Heineken, Tempo’s strategic business partner, but Heineken approved the launch, since Samuel Adams complements the selection of beer that Tempo markets in Israel.

Tempo will spend NIS 1 million on a marketing and advertising campaign for the beer, featuring the slogan, “Take Pride in Your Beer.”

Samuel Adams beer is at present marketed primarily in the US, and selectively at vacation sites in Canada, the Caribbean islands, and Europe. The beer features a gentle bitterness and 4.8% alcoholic content. In accordance with its high-end positioning, Samuel Adams will be marketed selectively at luxury restaurants, clubs, and bars at NIS 25 for 0.5 liters.

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