Boston Beer Co. Legal-Drinking-Age College Bar Promos

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.

RESULTS:

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