Beginning in January 2018, Samuel Adams and the Boston Red Sox will enter into an eight-year partnership that will make the Boston-based brewery the official beer of the Major League Baseball franchise.
That title was previously held by AB InBev’s Budweiser, who became the Red Sox official beer in 2004.
As a result of the deal, there will be a number of different visible changes for fans visiting Fenway Park, including:
- Two different Sam Adams bar area including the right field roof deck that will now be known as the “Sam Deck” and a bar area located beneath the third base stands that will be named “Sammy’s On Third.”
- In addition to Boston Lager and Summer Ale, fans will be able to enjoy new brews launching in 2018, including Sam ’76.
- Visible signage throughout the ballpark, including the iconic right field sign which was last changed nine years ago.
“Now visitors to this historic ballpark will enjoy the freshest Sam Adams beer, while watching an incredible team, playing under our sign over in right field,” said Jim Koch, founder of Samuel Adams, in a press release. “We got our start right here in Boston, and for the past three decades we’ve worked our butts off to stay independent and brew great beer. As the official beer of the Red Sox, we get to celebrate our New England roots with millions of other fans as soon as the season kicks off.”
While Samuel Adams has other limited partnerships including deals with the Celtics, Patriots and Bruins and being the official beer of the Boston Marathon, this major league deal is the first of this scale for the Boston-based brewery.