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Boston Beer seeks new agency for Sam Adams

Published on .

Boston Beer Co. is looking for a new agency after it and McCann-Erickson Worldwide, New York, parted ways. McCann is Boston Beer's fourth agency in six years. The marketer of Samuel Adams Boston Lager and other seasonal brews spent $10.3 million on measured media last year but just $3 million in the first six months of this year, according to Competitive Media Reporting. After years of double-digit growth, the country's largest craft brewer has been struggling with slowing sales. Observers have said its ads--which carry the tagline "It's what's inside"--have not distinguished the brand in the crowded field of 3,000 microbrews.

Copyright November 1999, Crain Communications Inc.

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