American Light

Light Beer is the #1 selling beer category in the market, and drinkers associate Sam Adams with heavier beer. Introducing American Light - it's super easy drinking and but still tastes like beer. The goal was to communicate that Sam Adams now has a beer light enough for light beer buyers, and that it's higher quality than any other light beer on the market.

Expansion Campaign

Samuel Adams American Light is leaning in to the excitement around college basketball in 2025.

INSIGHT: Our target drinkers are avid sports fans and overindex on college basketball (130 index).

CHALLENGE: Drinkers don't think Sam Adams has something light enough for them – we need to show them American Light is the perfect light beer to upgrade every March college basketball moment.

STRATEGY: Connect to target's love of college basketball and communicate upgrading to the better light beer