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Samuel Adams Boston Lager from: 4A’s Member to: [email protected] subject: research request – Sam Adams/beer industry Hi 4A’s Research, we have a new business opportunity with the Boston Beer Company, specifically Sam Adams Lager, Sam Adams Winter Lager and Sam Adams Octoberfest. To prepare, we’d like to request the following: • Industry: beer brewery market in the US, industry news and updates, trends, etc. • The company and the brands • Competition: competitors in the US, big and small, and each of their strengths and advantages in their offerings, etc. • Consumer trends: craft beer consumer demographics, media habits We are hoping to have the research back by the end of the week. Please let us know if this is possible and if you have any questions. Thanks! Customized Research Request Example The following is intended to be a representation of the type of response Research Services would provide to a 4A’s member request for a new business pitch. The sources included are representative of the materials that may be included and will vary depending on the nature of the question and current subscriptions. The first page of each source is included in this example; full content is provided in response to requests. from: 4A’s Research <[email protected]> to: 4A’s Member subject: [craft beer] Hi 4A’s Member, Here is the research you requested on craft beer. I am including several different files for you: • Sam Adams – file containing a company profile, news, advertising/marketing examples • Craft beer – contains competitor information, state of the beer industry, brand share • Consumers – contains consumer demographics, media habits, trends in beer consumption If we can help with anything else, please let us know. Have a good evening! 4A’s Research 212 850 0806 office / 212 682 8391 fax [email protected] / www.4as.org 1065 Avenue of the Americas, 16th Floor New York, NY 10018 Creativity + Commerce + Culture: Moving the Industry Forward ONESTOP REPORT Boston Brewing Co Inc 07 FEBRUARY 2020 Table of Contents COMPANY SUMMARY CONTACTS CORPORATE FAMILY CORPORATE OVERVIEW SIGNALS NEWS TRIGGERS CLOSEST INDUSTRY PEERS Corporate Profile The Boston Beer Company, Inc. Founded in 1984, the Boston Beer Company is an American brewing company best known for its award-winning confection, Samuel Adams beer. The Boston Beer Company develops and manufactures beer using a four vessel brewing process and all natural ingredients. The Boston Beer Company, Inc. also brews under the tradenames Hardcore Cider Company and Twisted Tea Brewing Company. Website: www.bostonbeer.com C S Fiscal Close December # Employees 1,505 Company Type Public Media Spend (2018) $ 40,708,119.00 M S Type 2017 ($) 2018 ($) 2019 ($) Magazines 0 1,822,266 0 Sunday Magazines 0 0 0 Network TV 2,649,100 4,422,500 1,687,200 Network Radio 3,225,565 1,733,594 775,790 Syndication 956,400 0 0 Outdoor 776,859 105,366 1,322,232 Natl Newspapers 0 0 0 Cable TV 40,494,314 32,151,605 30,830,348 Spot TV 620,838 6,487 288,127 Span Lang Net TV 0 0 0 B-to-B Magazines 136,508 41,811 12,591 Local Magazines 6,156 9,506 2,575 US Internet - Display 0 0 0 Hispanic Magazines 0 0 0 Hispanic Newspapers 0 0 0 Network TV-Locally Cleared 0 0 0 Syndicated TV-Locally Cleared 0 0 0 Spanish Lang TV-Locally Cleared 0 0 0 Newspapers 30,230 1,467 14,141 Newspaper2 0 0 0 Local Radio 0 0 0 Local Cable TV 0 0 0 Brand Profile The Boston Beer Company, Inc. - Samuel Adams Octoberfest Website: www.bostonbeer.com Brand Spending: Between $1-3 Million B C Name Title Email Kimberly Stokes Head, Digital & Media [email protected] Ethelbert Williams Head, eCommerce [email protected] Sara Gable Senior Brand Manager, Brand Development [email protected] Audrey Chee-Read Strategy & Insights Manager [email protected] Kevin Guebenlian Social Media Coordinator [email protected] Lesya Lysyj Chief Marketing Officer [email protected] Matthew Withington Director, Marketing - Samuel Adams [email protected] Cecilia Yu Associate Brand Manager [email protected] A R Current Brand Agency Service Status From To Samuel Adams Octoberfest Hearts & Science Media Buying, Media Planning Current 2018 present A R Past Brand Agency Service Status From To Samuel Adams Octoberfest Zenith Media media buying & planning Past unknown 2018 Samuel Adams Octoberfest MMB Creative Past unknown unknown A / M S C Name Title Agency Email Laurie Hearts & laurie.shinbaum@hearts- Brand Director Shinbaum Science science.com Supervisor, Audience Planning & Hearts & deborah.green@hearts- Deborah Green Activation Science science.com Brand Profile The Boston Beer Company, Inc. - Samuel Adams Winter Lager Website: www.bostonbeer.com Brand Spending: Between $1-3 Million B C Name Title Email Kimberly Stokes Head, Digital & Media [email protected] Ethelbert Williams Head, eCommerce [email protected] Sara Gable Senior Brand Manager, Brand Development [email protected] Audrey Chee-Read Strategy & Insights Manager [email protected] Kevin Guebenlian Social Media Coordinator [email protected] Lesya Lysyj Chief Marketing Officer [email protected] Matthew Withington Director, Marketing - Samuel Adams [email protected] Cecilia Yu Associate Brand Manager [email protected] A R Current Brand Agency Service Status From To Samuel Adams Winter Lager Hearts & Science Media Buying, Media Planning Current 2018 present A R Past Brand Agency Service Status From To Samuel Adams Winter Lager Zenith Media media buying & planning Past unknown 2018 A / M S C Name Title Agency Email Laurie Hearts & laurie.shinbaum@hearts- Brand Director Shinbaum Science science.com Supervisor, Audience Planning & Hearts & deborah.green@hearts- Deborah Green Activation Science science.com Brand Profile The Boston Beer Company, Inc. - Samuel Adams Boston Lager Website: www.bostonbeer.com Brand Spending: Between $5-25 Million B C Name Title Email Kimberly Stokes Head, Digital & Media [email protected] Ethelbert Williams Head, eCommerce [email protected] Sara Gable Senior Brand Manager, Brand Development [email protected] Audrey Chee-Read Strategy & Insights Manager [email protected] Kevin Guebenlian Social Media Coordinator [email protected] Lesya Lysyj Chief Marketing Officer [email protected] Matthew Withington Director, Marketing - Samuel Adams [email protected] Cecilia Yu Associate Brand Manager [email protected] A R Current Brand Agency Service Status From To Samuel Adams Boston Goodby, Silverstein & Creative Current 2019 present Lager Partners Samuel Adams Boston Media Buying, Media Hearts & Science Current 2018 present Lager Planning A R Past Brand Agency Service Status From To Samuel Adams Boston Lager Zenith Media media buying & planning Past unknown 2018 A / M S C Name Title Agency Email Laurie Brand Director Hearts & Science [email protected] Shinbaum Gen-Z, Millennial Media Opps: Boston Beer plans ad spend increases for 2020 (Score 82) Nov 5, 2019 by McKenna Hight Boston Beer (BB)'s FY 2020 gross margins are expected to be between 49% and 51%, per its latest earnings call. ck a b d e e F The company plans increased advertising, promotional and selling investments of between $65 million and $75 million for FY 2020. BB is also increasing local marketing media, especially for Dogfish Head. Read national TV and digital display ad spend information, via iSpot and Adbeat, here. According to Kantar, BB also utilizes OOH, print, radio, experiential, sponsorship, earned media and social media. Keep in mind that national TV spend is dropping, likely in favor of other (cough, digital, cough) channels designed to reach younger (Gen-Z and millennial) drinkers. Spend oen spikes during the summer (Q2-Q3), so sellers should reach out early next year. Agency & martech readers - we haven't heard of any agency shis since we last reported, so continue reaching out at this vulnerable account, currently #53 on the VAI. LESYA LYSYJ NAMED CMO AT SAM ADAMSMAKER BOSTON BEER THE FORMER HEINEKEN MARKETING CHIEF IS BACK IN THE BEER BUSINESS March 26, 2019 07:14 PM Lesya Lysyj named CMO at Sam Adams-maker Boston Beer Lesya Lysyj is leaving Welch's to get back in the brew business as chief Lesya Lysyj Credit: marketing officer of Boston Beer Company, the maker of Sam Adams. Lysyj since late 2017 has been U.S. president of Welch's Foods and before that was North American president for Weight Watchers. From 2011 to 2013 she was chief marketing officer at Heineken USA. Boston Beer's CMO role has been vacant since Jon Potter left last July. "Lesya's proven success building brands and leading innovation for several well-known and highly respected brands will make her a great addition to the company's leadership team," Boston Beer president and CEO Dave Burwick said in a statement. "She has the valuable experience we need to ensure our growing portfolio of beer and beyond beer brands and initiatives are well-positioned for growth" Burwick took over as president and CEO of Boston Beer early last year after serving as CEO of Peet's Coffee. Burwick is a former CMO at Pepsi-Cola North America. He also spent time at Weight Watchers as president for North America from 2010-2012. Lysyj's stint at Weight Watchers began in late 2013. Boston Beer has outperformed the broader beer industry of late. Sales volume is up 10.6 percent year-to-date, Beer Marketer's Insights reported earlier Tueday, citing Nielsen Sam Adams Founder Weighs In On Bud Light-Miller Lite 'Brewhaha' mediapost.com/publications/article/332176/sam-adams-founder-weighs-in-on-bud-light-miller-li.html by Richard Whitman , Columnist, February 19, 2019 Tastes Great! Yeah if you like corn in your beer.
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