Woes With White Ale Sweepstakes
              The Launch of Samuel Adams White Ale Brings White
                  Sands and White Slopes to 80 Lucky Winners

BOSTON, Dec. 19 /PRNewswire/ -- To celebrate the introduction of Samuel
Adams White Ale, the Boston Beer Company (NYSE: SAM) is offering an antidote
to winter's miseries this February: a national sweepstakes promotion and on-air radio giveaway which will send 40 fortunate winners and their guests on an
all-expenses-paid trip to Club Med resorts in the Caribbean and Colorado. 
Winners can choose their favorite vacation motif -- white sand or white
snow.  They may decide on a sun-rich trip to Club Med Turkoise, a resort in
the Turks and Caicos Islands below the Bahamas, or a skiing/snowboarding
extravaganza at Club Med's Copper Mountain, in the Colorado's Rockies. 
The new winter seasonal from Boston Beer Company, Samuel Adams White Ale,
is a fresh American version of a classic Belgian style, an unfiltered wheat
ale, white-gold in color, with a rounded, spicy tang, Because of its pale
color and its beautiful cloudy glow, the style is often referred to as "white"
beer.  Thus, an unusual partnership was born. 
"Locations with white sand and white snow -- beaches and mountains -- were
the obvious places to introduce Samuel Adams White Ale," said Roberta Merkel,
director of brand development for Boston Beer Company.  "Club Med is the ideal
partner, offering high quality activities and instruction to deliver a great
experience for our winners." 
Boston Beer Company founder Jim Koch is so excited about Samuel Adams
White Ale that he has decided to personally introduce his newest beer in ten
major cities -- Boston, New York, San Diego, San Francisco, Los Angeles,
Denver, Minneapolis, Chicago, Atlanta, and Washington, DC -- in February. 
In each of the ten cities, three trips for two will be given away -- for
an extraordinary island celebration in Club Med Turkoise beginning March 2nd,
all in honor of Samuel Adams White Ale. 
That week, winners will join Jim Koch and the Boston Beer Company for
seven days of dolphin spotting, lessons on the flying trapeze, barbecues on
the beach, steel drum bands, scuba dives, snorkeling, beach volleyball, and
safaris to Iguana Island.  Disc jockeys from the radio stations in each of the
ten markets will be participating in the festivities -- and broadcasting the
week's events live via satellite from Club Med's village. 
Samuel Adams White Ale made its debut as part of the Winter Classics Gift
Package.  Now, it will be offered as a seasonal brew from January through
March on draft, and in 6-packs and 12-packs.  Full-flavored but lighter-bodied, Samuel Adams White Ale is brewed with an intricate blend of unusual
spices, malted and unmalted wheat, two-row, Munich, and lightly toasted Vienna
malts, and Hallertau Hallertauer hops. 
"I made this new Samuel Adams White Ale to give beer lovers an American
version of a classic style," said Jim Koch.  "I enjoyed the challenge of
brewing Samuel Adams White Ale to respect the old world brewing style while
improving on it.  That's the American way." 
Samuel Adams White Ale/Club Med Sweepstakes entry information can be found
on tabletents and tear pads on case easels at participating bars, restaurants,
liquor stores, grocery stores -- anywhere Samuel Adams is sold.  Entrants must
be 21 years of age or older.  The deadline for entries is April 15. 
Club Med, with 49 years of experience in creating vacations to suit every 
need -- whether for singles, couples or families -- originated the all-inclusive vacation package.  Today, there are over 100 Club Med villages in 36
countries, nestled along some of the best beaches and most beautiful mountains
in the world. 
The Boston Beer Company was founded by Jim Koch in 1984.  The Company's
flagship product, Samuel Adams Boston Lager, was introduced in April, 1985.
Today, Boston Beer Company, winner of three gold medals at the 1997 Great
American Beer Festival, is the leading American high-end brewer, with three
distinct product lines and two dozen styles of beer.  For the complete rules
of the Samuel Adams White Ale and Club Med Promotion, visit our website at

SOURCE  Boston Beer Company 
-0-                             12/19/97 
/CONTACT:  Lucy Sholley of Boston Beer Company, 617-368-5165 or Kate
Begley of Jackson & Company, 617-247-1055/ 
/Company News On-Call: or fax, 800-758-5804,
ext. 108764/ 
/Web site: 
CO:  Boston Beer Company; Club Med
ST:  Massachusetts
-0- (PRN) Dec/19/97   15:45
EOS   (PRN)    Dec/19/97    15:46      **
-0- (PRN) Dec/19/97   16:00 
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