• Written by The Phoenix Staff

---

The Boston Beer Company is an American brewery founded in 1984. The Boston Beer Company is the fourth largest brewer in the United States with products available throughout the country and internationally. Boston Beer Company’s flagship seltzer brand, Truly, is one of the largest and most recognized hard seltzers in the country. Since its inception in 2016, Truly has been the most innovative brand in the malternative category, breaking the boundaries of what consumers expect from a hard seltzer. In the last three years, the market for hard seltzer has boomed, going from a mere 10 brands in 2018, to over 100 in 2021. Truly and other seltzer brands have seen a lot of success in garnering interest among primarily Millennial and Gen-Z audiences.

The Phoenix was selected to execute a multi-market sampling campaign to increase awareness and drive engagement for the Truly Brand. The Phoenix executed a consumer engagement campaign where our team engaged Adult Drinkers yielding informed trial for the Truly portfolio of products. As part of the campaign, The Phoenix team of Brand Ambassadors engaged Adult Drinkers at select on-premise accounts in Atlantic City and the Jersey Shore offering informed trial of the Truly portfolio of products, giveaways and an exciting sweepstakes opportunity.

Additionally, The Phoenix team executed a custom sampling program focused on engaging Adult Drinkers at Major League Baseball Stadiums. Our team of Brand Ambassadors connected with Adult Drinkers providing product samples while having informative conversations about the product which helped drive incremental sales within the venues.