This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
$1 buys you full access to ALL of TheStreet's Subscription Services! Learn More

5 Craft Beer Brewers Who Need a Super Bowl Ad

Stocks in this article: SAMBREWTAPBUDSTZ

Boston Beer
Beer produced in 2012: 2.73 million barrels

"Are you kidding? The big brewers are 80 times our size. Advertising on the Super Bowl is out of our league when one ad costs $3.5 million. Our money is better spent on hops."

That's what founder and president Jim Koch told us in 2012 when we asked about the potential for a Samuel Adams Super Bowl ad. At the time Samuel Adams was one of the few breweries of its size to actually produce commercials and now has not only a dedicated YouTube page but a playlist of its TV spots -- with almost none of them bearing the trademark George Thorogood riffs of its early run of commercials.

Its full-year advertising and promotional expenses now come in just under $200 million, or roughly $26 million to $32 million more than they were in 2012. That would make a Super Bowl ad roughly 2% of the grand total, which is significant, but not out of the realm of possibility.

Also consider that Samuel Adams is in a unique position that many of its craft beer cohorts aren't. Not only is it on track to bring in $800 million in revenue and nearly $400 million in gross profit this year, but it's able to run side projects such as its Burlington, Vt.-based Alchemy & Science wing. That branch is developing brands and working on styles including shandies and has acquired brands and breweries including Southern California Brewing and Coney Island Craft Lagers.

It can also build a cider brand from the bottom up and transform it into the in the United States. Angry Orchard has grown exponentially since launching in 2012 and inspired Boston Beer to spend on some commercials for its workhorse cider brand.

We understand Koch's underdog mentality and realize a Super Bowl commercial goes against many of the reasons he began his business, but that business has grown substantially in the past 30 years or so. Not only does a Samuel Adams or Angry Orchard Super Bowl commercial not seem out of the question, but it would be almost odd if NFL fans didn't see one in the next five years or so -- especially when its own ads imply that it's lost clout with discriminating beer drinkers.

2 of 6

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,810.06 +91.06 0.51%
S&P 500 2,063.50 +10.75 0.52%
NASDAQ 4,712.97 +11.1030 0.24%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs