The LDA College Brand Ambassador Program, now in its 7th semester, continues to be a dynamic initiative that effectively raises awareness, attracts new drinkers, and expands distribution for Boston Beer Company’s iconic brands—Twisted Tea, Truly, and the latest addition, Sun Cruiser. This semester’s efforts spanned key college markets across the Southeast, bringing energy, creativity, and results.

Program Overview

Over the course of 8 weeks, the program brought Boston Beer Company’s brands to life through student-led activations. With 3-4 events each week at 13 universities, ambassadors created memorable experiences that engaged college audiences in innovative ways. The program’s core objectives included:

• Establishing strong connections with college drinkers.
• Introducing the brands to new audiences.
• Deepening brand loyalty among existing fans.
• Strengthening relationships with bartenders and bar staff to boost brand visibility and availability.

Semester Highlights

• 13 university markets
• 8 weeks of activation per campus
• 3-4 events per week per market
• 1-2 hour events

This consistent and targeted engagement strategy resulted in measurable growth and strengthened brand presence within the college demographic.

Staffing Structure

Each campus team included three key players:

• 1 Lead Ambassador: Oversaw event execution and team coordination.
• 2 Support Ambassadors: Assisted with on-site activations and logistics.

Ambassadors were empowered to design their schedules around academic commitments while meeting program objectives. This flexibility enabled them to focus on impactful and engaging activations.

Activation Strategies

Weekly events featured:

• Sampling sessions at designated bars and accounts to introduce and highlight the brands.
• Creative engagement tactics, such as branded giveaways, contests, and themed events captured attention and encouraged interaction.
• Social media campaigns: Ambassadors posted weekly updates showcasing their events and sharing innovative ways to engage their followers with Boston Beer Company’s brands.

Impact and Results

The LDA College Brand Ambassador Program has proven to be a vital part of Boston Beer Company’s marketing strategy. By combining in-person engagement with social media outreach, the program has:

• Amplified brand awareness among college drinkers.
• Driven trial and adoption of Twisted Tea, Truly, and Sun Cruiser.
• Strengthened relationships with local bar staff, enhancing visibility and availability.

This semester’s success highlights the value of empowering student ambassadors to serve as brand champions. Their creativity, energy, and connection to the college demographic make this program a model for impactful, grassroots brand-building.

The result:

• 103 total accounts visited
• 359 total events executed 
  • 42 Truly events
  • 124 Twisted Tea events
  • 264 Sun Cruiser events 
• Over 10,000 samples distributed