BIG EAST
CONFERENCE
PARTNERSHIP

Challenge: Drinkers don’t always see Samuel Adams as a go-to for lighter, more sessionable occasions—especially during high-consumption moments like March Madness.

Approach: Our target drinkers are avid sports fans and over index on college basketball ​(130 index)​. Meet fans where they are—showing up in high-traffic game-day moments like Madison Square Garden and Penn Station—to demonstrate that Samuel Adams has a beer for every moment of college basketball.