Sam Adams Light - building on core brand success

Light beer accounts for a large portion of total U.S. beer volume, consistently growing year after year. How could Boston Beer participate without diluting perceptions of product quality or eroding parent brand values? In partnership with The Boston Beer Company, Webb deVlam conducted research to determine the most appropriate relation that the 'Light' variant should have with the hero brand. This pointed to the controversial shortening of 'SAM' and a revolutionary departure from Samuel Adam's colours and equities.