Forget Wine, It’s Beer With Meat. Sam Adams Says So.

on 28/05/11 at 12:32 pm

Beer

A brewer and a butcher are teaming up as part of efforts by the beer maker to encourage consumers to think about its lager as an alternative to wine when eating beef.

The brewer is the Boston Beer Company, the maker of Samuel Adams Boston Lager beer. The butcher is Robinson’s Prime Reserve, based in Louisville, Ky.

Together, the two companies are expanding an initiative by Boston Beer to sell a product called the Samuel Adams Boston Lager Cut. The product was developed last year with Jake Dickson of Dickson’s Farmstand Meats in New York.

The lager cuts will continue to be sold at Mr. Dickson’s store. They will also be sold for the first time online, available at the Robinson’s Web site, which is robinsonsprimereserve.com.

The Web site will offer the lager cuts as part of packages, priced at $79.95 and $89.95, that include items like hamburgers or beer glasses. Robinson’s is also being designated as “the official purveyor of meats for Samuel Adams.”

Ben Robinson, president at Robinson’s, will serve as a spokesman for the lager cuts. DeVries Public Relations, which is the public relations agency for Boston Beer, will also handle public relations for the product and the partnership.

{Full story via NY Times}

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