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.