Samuel Adams launches "26.2" Beer to celebrate Marathon

We've looked at limited Edition versioning in a few previous posts - whilst there are downsides to this practice - (supply chain costs mainly but also stock write-offs), the approach can be very effective in driving partnerships.

Samuel Adams, Boston's iconic brewer, is to celebrate it's association with the equally iconic Boston marathon with the launch of a limited edition draught named "26.2" (there are 26.2 miles in a marathon).

Said Jim Koch, founder and head brewer, “Our partnership is a perfect fit because of our shared history– a Boston-born brewery joining the biggest of Boston traditions.  I released my first batch of Samuel Adams Boston Lager to the public on Patriots Day in 1985, the day of the Marathon right here in Boston"

The beer, a light gose brew (German in origin) will be available at all race related venues as well as pubs and restaurants along the race route

Since the Boston Marathon’s first run in 1897, the event has been held every year in April on Patriot’s Day.

More information here