HOMEBREW Digest #156 Sun 21 May 1989

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		Rob Gardner, Digest Coordinator

  re: Sam Adams (Darryl Richman)

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---------------------------------------------------------------------- Date: Sat, 20 May 89 17:47:46 PDT From: Darryl Richman <darryl at ism780c.isc.com> Subject: re: Sam Adams I just thought you might like to hear a capper to the recent discussion of Sam Adams as a beer and a marketing concept. I just got the May/June issue of the California Celebrator, a newspaper format rag concentrating on the micro-brew-pub phenomenon here in the Golden State. On page 17 there is a quarter page ad from Young's. The bold print says "Sam Adams Was An Ale Drinker!" Of course, lager beer was unknown before the 1840's-- it's a creation of mechanized refrigeration. Below the title is a reproduction of the SA bottle with a caption "Modern American Lager" and one of Young's Special London Ale, "Authentic English Ale". The text below states In 1776, in America and England, be you a Redcoat or Patriot, the beer brewed was Ale, strong and hoppy. If you want a great lager then look for Samuel Adams'. But if you want an ale like Sam drank, then look for Young's Special London Ale. I hear that the Boston market is tightening and that SA is getting hurt because the opposition is claiming "the only beer brewed in Boston." Perhaps the truth will win over ad hype. We can hope... --Darryl Richman Return to table of contents
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