Sam Adams selects DeVries

BOSTON: The Boston Beer Company's leading brand, Samuel Adams, picked DeVries PR to serve as its AOR, after a three-round pitch process that included about six firms.

BOSTON: The Boston Beer Company's leading brand, Samuel Adams, picked DeVries PR to serve as its AOR, after a three-round pitch process that included about six firms.

DeVries is overseeing all media relations campaigns, "both proactive and reactive, from idea generation to follow-up," said Michelle Sullivan, the Boston Beer Company's PR director. "One of the challenges DeVries will work on is upgrading the image of beer [with the understanding that] beer has the complexity and dignity of fine wines."

Its first project, which began May 1, is to promote the brand at the Food & Wine Classic in Aspen, which features gourmet brands and food presentations, from June 13-15. The firm worked to drive media attendance to the event, Sullivan said.

"We'll continue to do work with them to develop programs to highlight and educate on the craft beer movement, and do things that really target young male beer enthusiasts," said Lisa Pearson, DeVries EVP, who said most PR projects are still in development.

She added that Jim Koch, Sam Adams founder, will serve as a spokesperson to further tap the key demographic.

Boston Beer chose DeVries due to its "past work with consumer brands [such as the Beef Council]."

Previously, Sam Adams worked with the MWW Group from June 2007 to February 2008, said Sullivan. MWW acquired the account when it formed a joint venture with Sam Adams' agency, Deutsch PR, a subsidiary of Deutsch, Inc.

The two-month search was led internally and began in February.

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