Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Sam Adams, Repositioning Strategies

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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Sam Adams’ Repositioning Strategies

Publication Year : 2003

Authors: Dakshi Mohanty, T Phani Madhav

Industry: Beverages


Case Code: POS0001

Teaching Note: Not Available

Structured Assignment: Not Available

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Sam Adams was the popular craft beer brewed by the Boston Beer Company. The company commanded leadership in the segment and was seen as the native drink by the beer-loving Americans. The success of Sam Adams not only changed the perceptions of Americans, who considered native craft- beer as unsophisticated, but also posed a threat to reigning imported beers. However, after 1997 the brand could not consolidate its presence, as explained by its oscillating sales, which were hovering around the $200 million mark. Analysts opined that Sam Adams had failed in its appeal to the young Americans.

Pedagogical Objectives:

  • To discuss the efforts of chairman C. Jim Koch to reposition Sam Adams as a beer brand relevant to the newer generation.

Keywords : Boston Beer Company; Sam Adams; C Jim Koch; Craft beer; Craft beer segment in the US; Imported beer; Beers in the US; Repositioning; Growth Strategies Case Study; Light beer; Strong beer; Promotion strategies; Advertisements; Competitors; Heineken; Corona


  • Introduction
  • Craft-brewed beer industry
  • Background note
  • Repositioning strategies
  • Problems persist

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