A recent article in the Boston Business Journal announced that Boston Beer Company—makers of Samuel Adams—reported a 15 percent increase in sales for the third quarter. That's surprisingly good news for a seemingly flat beer industry.
But here's what caught my attention from the article:
The company (Boston Beer Company) said increased fuel costs could cause it to raise prices next year, a move competitor Anheuser-Busch Cos. Inc. of St. Louis said it also may make.
Look, I bite my tongue every time I pay $45 to put gas in my Honda Pilot.
I take a deep breath whenever I think how much it’ll cost to heat my New Hampshire home this winter.
But I'm liable to transform into Michael Douglas' character from "Falling Down" if rising fuel costs end up increasing the cost of beer.
Instead of casting a dark cloud over the possibility of a price increase, Boston Beer Company would be better off taking the side of the consumer by announcing that they will not raise the price of Samuel Adams—unlike some other beer makers.
This is a perfect example of turning a negative obstacle into a positive campaign. Samuel Adams could target their PR and advertising efforts trumpeting this goodwill-to-consumers message and not only increase loyalty to their brand, but steal away market share from ticked off Budweiser consumers.
The bottom line is that consumers are tired of paying for the increase in fuel costs every time they fill up their gas tank, heat their home, order a pizza for delivery, or hail a cab.
As a non-discriminating beer drinker, I'm imploring Boston Beer Works—and all other beer makers—to refrain from raising prices. Turn this situation into a positive one.
Or risk having your sales skunked by the increased costs.
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