Posts tagged with: BOSTON BEER COMPANY INC. THE

Blog author: jballor
posted by on Friday, July 12, 2013

GrumpyMonkAs a brief follow-up to the story about the Samuel Adams beer company’s decision to redact “by their Creator” from a reference to the Declaration of Independence in a recent ad campaign, it’s worth examining again the company’s justification for that decision. According to a spokeswoman, “We adhere to an advertising code, established by the Beer Institute.” The code in question includes the provision, “Beer advertising and marketing materials should not employ religion or religious themes.”

As some comments have noted, the reference to the Creator in the Declaration could be reasonably understood generically, and need not amount to the level of “employing religion.” But as another comment noted in response to the piece at LifeSiteNews, the Boston Beer Company’s retreat to the Advertising and Marketing Code is even more craven given the company’s history of violating that code.

For instance, between 2000-2002, the Boston Beer Company sponsored a morning radio stunt titled “Sex for Sam,” which was “an annual contest where the goal was to have sex in notable public places in New York City.” Point 5b of the Beer Institute’s code says that beer advertising “may contain romantic or flirtatious interactions but should not portray sexually explicit activity as a result of consuming beer.” Point 6 prohibits “graphic nudity,” while point 2 says that beer should be marketed “in a responsible manner,” including proscription of “illegal activity of any kind.”

Consider the case of “Sex for Sam 3,” in which “comedian Paul Mecurio encouraged Brian Florence and Loretta Harper, a Virginia couple visiting Manhattan, to have simulated sex in a vestibule at St. Patrick’s Cathedral on August 15, 2002.” The result of this stunt was an arrest for public lewdness.

Sam Adams also has also produced a seasonal craft beer called “Grumpy Monk,” which acknowledges that “the long held brewing traditions of Belgian monks aren’t meant to be broken.” So much for not employing “religion or religious themes.”

The Beer Institute code has been around since at least 1999, and provisions then were substantially similar (here’s a PDF from an appendix to a FTC report on self-regulation in the alcohol industry).

Between “Sex for Sam” campaign and the secularizing of the Declaration of Independence more recently, there’s a larger pattern of behavior emerging that illustrates the Boston Beer Company’s hypocrisy.

Blog author: jballor
posted by on Wednesday, July 10, 2013

bernardusJonathan Merritt reports on a decision made by the parent company that produces Samuel Adams beer, Boston Beer Company, to redact “by their Creator” from an Independence Day ad featuring the Declaration of Independence. As Merritt writes, “We have arrived at a time in our history where some people are so offended by even the idea of God that they can’t bear to speak God’s name or quote someone else speaking God’s name. Worse yet, they have to delete God’s name from the Declaration of Independence to make a point.”

My friend Will Hinton rightly identifies the company’s defense of its decision for the fig leaf that it is:

“We adhere to an advertising code, established by the Beer Institute – a beer industry trade organization – that states, ‘Beer advertising and marketing materials should not include religion or religious themes’,” according to a statement provided by a Boston Beer Company spokeswoman. “We agree with that, and we follow these guidelines and approach our marketing with the utmost responsibility.”

As Will points out, brewing has a rich religious history, and many of the most popular specialty brews are branded with religious themes. Here are those produced by members of the Beer Institute he highlights: Bell’s Christmas Ale; Ommegang Abbey Ale; Marin Brewing Co. Witty Monk; Marin Brewing Co. Altar Boy; New Belgian Abbey Ale; New Belgian Lips of Faith. It is true that there is such a code and that point 7 reads as the spokeswoman declares. Right after point 6, “Beer advertising and marketing materials should not contain graphic nudity,” comes point 7, “Beer advertising and marketing materials should not employ religion or religious themes.”

Some will blame market forces for Sam Adams’ decision to secularize its commercial messaging. But that doesn’t really add up. The most natural thing to avoid controversy would be to leave the text of the Declaration intact, especially when linking the text thematically to the person of Sam Adams. To redact the text as the commercial does is to, as the backlash makes clear, runs the risk of alienating a huge swath of potential customers.

There’s something other than economic caution going on here, and Merritt puts his finger on it.

This is less about a decision to avoid controversy for fear of alienating a consumer base than it is an expression of a corporate culture that embraces a radical secularism and is tone deaf to the point of editing one of our nation’s most significant documents. It has more to do with a secular political and social sensibility than it does with economic savvy.

In such a radical separation of faith from public life, Sam Adams the beer company has done something that Sam Adams himself would never have stood for.

As Sam Adams put it himself in 1776, “We have this day restored the Sovereign to whom all alone men ought to be obedient. He reigns in Heaven, and with a propitious eye beholds his subjects assuming that freedom of thought, and dignity of self-direction which He bestowed on them. From the rising to the setting sun, may His kingdom come.”

Here’s the ad in question: