Nearly 40 years after launching Samuel Adams Boston Lager, a beer that helped usher in a new era of brewing in the United States, the Boston Beer Company is announcing the widespread launch of a "remastered" recipe through a new Super Bowl commercial. 60-second version of the ad was made public on Monday. It features comedian Lenny Clarke and former Celtics player Kevin Garnett. WCVB's Chronicle had exclusive access to the filming of the commercial earlier this month. The theme of the ad is imagining a "Brighter Boston," where people don't fight over parking spaces, echoing the change the company says they've made to the Samuel Adams recipe. "I've been making Boston Lager for almost 40 years now," Koch told Chronicle. "I have in my mind this image, the perfect Samuel Adams, Boston Lager, and I haven't yet made it. So for 38 (or) 39 years, I've been chasing perfection."Chronicle's behind-the-scenes look at the making of the ad and an interview Koch will premiere in an upcoming episode. The show airs on weekdays at 7:30 pm on WCVB channel 5.Chronicle also interviewed Koch back in 1985, about two months after Samuel Adams went on the market and after he won "Best Beer in America" at the Great American Beer Festival for the first of four consecutive years. At the time, the Harvard-trained businessman was personally going to restaurants, bars and liquor stores to convince the businesses to sell his beer.Watch the 1985 video below"I had to assess whether I believed that it was possible to build a business around product quality instead of advertising and image. The whole business is built around the belief that if I make the best beer in the country, that eventually people will find their way to drinking it," Koch said in 1985. Koch has said the original recipe belonged to his great-great-grandfather, who was a brewer in St. Louis during the 1870s. A final, 30-second version of the brew's new commercial is expected to air during the big game on Feb. 12. The "remastered" version of Samuel Adams Boston Lager has already been tested in some markets. According to one New York State-based beverage distributor who carries the product, the brew was adjusted to have "higher sessionability and a more refreshing, cleaner aftertaste than the original recipe."
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<strong class="dateline">BOSTON —</strong> <p>Nearly 40 years after launching Samuel Adams Boston Lager, a beer that helped usher in a new era of brewing in the United States, the Boston Beer Company is announcing the widespread launch of a "remastered" recipe through a new Super Bowl commercial.
A 60-second version of the ad was made public on Monday. It features comedian Lenny Clarke and former Celtics player Kevin Garnett.
WCVB’s Chronicle had exclusive access to the filming of the commercial earlier this month. The theme of the ad is imagining a “Brighter Boston,” where people don’t fight over parking spaces, echoing the change the company says they’ve made to the Samuel Adams recipe.
“I’ve been making Boston Lager for almost 40 years now,” Koch told Chronicle. “I have in my mind this image, the perfect Samuel Adams, Boston Lager, and I haven’t yet made it. So for 38 (or) 39 years, I’ve been chasing perfection.”
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Chronicle’s behind-the-scenes look at the making of the ad and an interview Koch will premiere in an upcoming episode. The show airs on weekdays at 7:30 pm on WCVB channel 5.
Chronicle also interviewed Koch back in 1985, about two months after Samuel Adams went on the market and after he won “Best Beer in America” at the Great American Beer Festival for the first of four consecutive years. At the time, the Harvard-trained businessman was personally going to restaurants, bars and liquor stores to convince the businesses to sell his beer.
Watch the 1985 video below
“I had to assess whether I believed that it was possible to build a business around product quality instead of advertising and image. The whole business is built around the belief that if I make the best beer in the country, that eventually people will find their way to drinking it,” Koch said in 1985.
Koch has said the original recipe belonged to his great-great-grandfather, who was a brewer in St. Louis during the 1870s.
A final, 30-second version of the brew’s new commercial is expected to air during the big game on Feb. 12.
The “remastered” version of Samuel Adams Boston Lager has already been tested in some markets. According to one New York State-based beverage distributor who carries the product, the brew was adjusted to have “higher sessionability and a more refreshing, cleaner aftertaste than the original recipe.”
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