Tempo Beer Industries (TASE: TMPO) has obtained a franchise to market Boston-made Samuel Adams beer.
Samuel Adams beer is made using a unique five-week process. The beer has more body and bitterness than other beers made through a 2-3-week process.
Samuel Adams is not one of the brands made by Heineken NV (AEX: HEIN), Tempo’s strategic business partner, but Heineken approved the launch, since Samuel Adams complements the selection of beer that Tempo markets in Israel.
Samuel Adams beer is currently marketed primarily in the US, and selectively at vacation sites in Canada, the Caribbean islands, and Europe. The beer features a gentle bitterness and 4.8% alcoholic content. In accordance with its high-end positioning, Samuel Adams will be marketed selectively at luxury restaurants, clubs, and bars at NIS 25 for 0.5 liters.
Tempo will spend NIS 1 million on a marketing and advertising campaign for the beer, featuring the slogan, “Take Pride in Your Beer.”
Published by Globes [online] - www.globes.co.il - on August 9, 2005