After we helped name the product and design the packaging for Samuel Adams, we had to figure
out how to sell a beer with virtually no media money. So we started with hang tags on the bottles
that introduced beer drinkers to a whole new kind of American beer - the micro-brew. Then, print
and lots of radio ads. Like the beer itself, the process took time, patience, and craftsmanship -
but over the next 15 years, Sam Adams became known as the Best Beer In America.