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NEW ENGLAND TO GET FIRST TASTE OF SAM ADAMS LIGHT

By Published on .

BOSTON (AdAge.com) -- Boston Beer Co. next week will begin testing Sam Adams Light in Portland, Maine, and Providence, R.I.

This is the company's first reduced-calorie beer since it pulled Lightship in 1999. Company founder Jim Koch said the brew, which is darker and less bitter than Lighthouse, will help Boston Beer tie into two booming markets -- specialty and low-calorie beers.

Mr. Koch said Portland and Providence were selected as test markets because media in those cities is affordable. The rollout will include TV, radio and outdoor ad support.

McCarthy Mambro Bertino, Boston, handles the Sam Adams account.

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