SAMUEL ADAMS FLIES WITH AMERICAN AIRLINES

BOSTON, July 22 /PRNewswire/ -- American Airlines has chosen Samuel
Adams Boston Lager as its in-flight beer for first-class and business
class passengers on its transcontinental flights. 
"We are pleased to make this award-winning craft beer available to
our premium class transcon customers," said John Jaynes, American's
managing director of food and beverage service. 
Jim Koch, founder and brewer of Boston Beer Company, noted that,
"American Airlines understands the commitment to quality that our
traditional longneck bottles provide, and we are proud to be their
partner." 
The Boston Beer Company (NYSE: SAM) was founded by Jim Koch in 1984.
The company's flagship product, Samuel Adams Boston Lager, was
introduced in 1985.  Today, the Boston Beer Company is the tenth largest
brewery in America, and the Samuel Adams family of beers includes eight
different year-round and seven seasonal styles.  The Boston Beer Company
trades on the New York Stock Exchange under the ticker symbol SAM. 


    -0-                        7/22/96 R
    /CONTACT: Lucy Sholley of Boston Beer Company, 617-368-5000/
    (SAM)

CO:  American Airlines; Boston Beer Company
ST:  Massachusetts
IN:  FOD AIR
SU:


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