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Daily Brew Feb 01, 2023

Samuel Adams Super Bowl commercial will kick off the widespread launch of ‘remastered’ recipe

Nearly 40 years after launching Samuel Adams Boston Lager, a beer that helped to 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. The ad’s theme is imagining a “Brighter Boston,” where people don’t fight over parking spaces, echoing the company’s change to the Samuel Adams recipe.

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  • What Is Beer Distribution?
    • Industry Overview
    • Industry Fast Facts
    • What is a Distributor?
    • Meet Your Local Distributor
    • Building Local Economies
    • The Three-Tier System
    • How to Become a Distributor
  • Members
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    • Become a Member
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    • About NBWA
  • Advocacy
    • Policy Issues
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    • October 12–15: Annual Convention & Trade Show
    • October 14–15: Making Moves
    • November 10–12: Next Generation Conference
    • See All 2025 Events
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  • Connect
    • BIECC (Beer Industry Electronic Commerce Coalition)
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    • News Overview
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