In a spot titled “Growing Up Small” from the brewery’s longtime agency, Octopus, it sets out to dispel the notion that it accounts for a significant portion of U.S. beer sales, asking drinkers in a series of documentary-style interviews how big they think Sam Adams’ share is.
Twenty-five percent, guesses one. Huge, says another. At that point, the brand’s actual market share flashes across the screen: 0.9%….(Ad Age article)
At what point does a craft beer get big and become just another big beer brand or can a small brewery keep it’s integrity and grow? What do you think?