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As Craft Beer Gets Crowded, Sam Adams Goes on an Ad Blitz

A still from the company's “Creating Boston Lager” commercial
A still from the company's “Creating Boston Lager” commercialSamuel Adams

All those ads with chummy, bearded, Dropkick Murphys-loving men clinking pints of Sam Adams worked like a charm for Boston Beer. The maker of Sam Adams, Angry Orchard, and Twisted Tea is selling more beer than it expected this year.

The company now expects 2014 sales by distributors to retailers to increase between 20 percent and 24 percent. To “maintain the momentum,” the country’s largest craft brewer (PDF) will increase ad spending, said Chief Executive Martin Roper during an earnings call this week.