Samuel Adams American Light Debuts Nationwide, Helping Fans Upgrade Their Beer and Lock In Their Seat for Tip-Off

Rhea-AI Summary

Samuel Adams has launched its award-winning Samuel Adams American Light nationwide, introducing an innovative digital solution called 'The Spot Clock' to enhance game-day viewing experiences. This digital timer allows fans to reserve their seats for up to two minutes while getting refreshments, addressing a common issue where 75% of game-viewing party attendees struggle for good seats.

The new American Light, branded as America's Most Premium Light Beer, features 4.2% ABV and 115 calories. It's crafted with 100% American ingredients, including Montana barley and Washington State hops from independent local farmers. The beer is now available in 12 oz. six-packs, 12-packs, 24oz. cans, and on draft in select locations nationwide.

Fans aged 21+ can access The Spot Clock through AmericanLightSeatSaver.com to secure their viewing spots during games. This launch aligns with basketball season, offering viewers a solution to maintain their premium seats while enjoying America's #1 most trusted craft beer brand.

Positive

• Nationwide launch of new premium light beer product expands market reach
• Strategic marketing campaign aligned with basketball season viewing habits
• Product differentiation through 100% American-sourced ingredients

Negative

• Entering highly competitive light beer market segment
• Marketing campaign to specific sporting event timing

America’s Most Premium Light Beer Ensures Basketball Fans Secure the Best Seats in the House

Boston, MA, March 18, 2025 (GLOBE NEWSWIRE) -- Samuel Adams, America’s #1 most trusted craft beer brand[1], commemorates the nationwide launch of its award-winning Samuel Adams American Light by putting an end to the disruptive behavior affecting gametime viewing enjoyment: seat jockeying.

According to a recent survey, over half of U.S. adults attend game-day viewing parties, and three-quarters of them battle for a good seat[2]. That’s why Samuel Adams American Light has introduced a clever solution to put an end to all seat squabbles: The Spot Clock.

This March, basketball fans can forget calling “fives” and start locking in their premium seats with The Spot Clock from American Light. Inspired by the shot clock, which times possession on the court, The Spot Clock times seat possession, giving fans up to two minutes to grab their next cold American Light without losing their spot.  

“Basketball fans shouldn’t have to risk losing their prime seat when getting up to score another round – just like they shouldn’t have to sacrifice flavor and taste to enjoy a light beer,” said Lauren Price, head of brand, Samuel Adams. “That’s why we created The Spot Clock – so they can lock in their spot, enjoy an American Light, and let their only worry be a busted bracket.”

Distinctly American and awarded America’s Most Premium Light Beer, this light craft lager is a crisp, refreshing, great-tasting, easy-to-drink beer perfect to upgrade everyday drinking occasions. With an ABV of 4.2% and just 115 calories, Samuel Adams American Light is made with 100% American ingredients sourced from independent local farmers, including barley from Montana and Hops from Washington State, and doesn't compromise on flavor.

Anyone 21+ who wants to lock in their seat can go to AmericanLightSeatSaver.com, start The Spot Clock and let their phone officially save their premium spot for up to two minutes while they grab another round. When they return, their seat is saved, and American Light is secured. If the clock runs out before they return, the seat is up for grabs. The Spot Clock can be restarted any time during the game – because a premium seat goes hand-in-hand with America’s Most Premium Light Beer.

Samuel Adams American Light is available in 12 oz. six-packs, 12-packs, 24oz. cans, and on draft in select locations nationwide. Drinkers nationwide can find it in their area by visiting https://www.samueladams.com/find-a-sam.

For more information about Samuel Adams American Light, please visit samueladams.com or follow @SamuelAdamsBeer on social media.

### 

 

ABOUT SAMUEL ADAMS: THE BEER  
Samuel Adams is a leading independent, American craft brewer that helped to launch the craft beer revolution. The brewery began in 1984 when Founder and Brewer Jim Koch used a generations-old family recipe to brew beer in his kitchen. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life with hopes drinkers would appreciate the complex, full-flavor and started sampling the beer in Boston. He named the flagship brew Samuel Adams Boston Lager in recognition of one of our nation's founding fathers, a revolutionary man of independent and pioneering spirit. Today, Samuel Adams is one of the world's most awarded breweries and remains focused on crafting the highest quality beers through innovation and experimentation in the relentless pursuit of better. Samuel Adams remains dedicated to elevating and growing the American craft beer industry overall, including providing education and support for entrepreneurs and fellow brewers through its philanthropic program, Brewing the American Dream, which helps others pursue their American Dream. For more information, visit www.SamuelAdams.com or follow @SamuelAdamsBeer 

ABOUT BOSTON BEER COMPANY  
The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in the United States. We consistently offer the highest-quality products to our drinkers, and we apply what we've learned from making great-tasting craft beer to making great-tasting and innovative "beyond beer" products. Boston Beer Company has pioneered not only craft beer but also hard cider, hard seltzer and hard tea. Our core brands include household names like Angry Orchard Hard Cider, Dogfish Head, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Samuel Adams. We have taprooms and hospitality locations in California, Delaware, Massachusetts, New York and Ohio. For more information, please visit our website at bostonbeer.com, which includes links to our respective brand websites.

---

[1] Morning Consult Brand Intelligence, Most Trusted Brands 2024 Report, June 2024.

[2] HUNTER surveyed 1,000 individuals, aged 18+, between November 7-8, 2024, using the Suzy™ on-demand consumer research platform. Weighting was applied to the total sample by age, gender and region in accordance with the current U.S. adult population.

Attachment

• Samuel Adams American Light Helps Fans Upgrade Their Beer and Lock In Their Seat for Tip-Off

Devon Savage
Samuel Adams
devon.savage@bostonbeer.com

HUNTER
SamAdams@hunterpr.com

FAQ

What are the key features of Samuel Adams American Light (SAM)?

Samuel Adams American Light has 4.2% ABV, 115 calories, and is made with 100% American ingredients from independent farmers, including Montana barley and Washington State hops.

Where can I buy Samuel Adams American Light (SAM) and in what formats?

It's available nationwide in 12 oz. six-packs, 12-packs, 24oz. cans, and on draft in select locations.

How does The Spot Clock feature work with Samuel Adams (SAM) promotion?

The Spot Clock is a digital timer on AmericanLightSeatSaver.com that reserves viewers' seats for up to 2 minutes while they get refreshments during games.

What problem is Samuel Adams (SAM) addressing with The Spot Clock promotion?

It addresses the issue that 75% of game-viewing party attendees struggle to maintain good seats when getting refreshments.