Just like the Boston Marathon is a staple in our city, offering a world-class race and spectator experience here for more than 100 years, so too is Sam Adams, craft brewing beer in our backyard that’s become synonymous with the Hub and its residents.
It was fitting when Sam Adams announced they’d be brewing the Marathon’s official beer, Boston 26.2 Brew. A day after the race, which saw a glorious, sun-filled beginning and a tragic, deadly conclusion, the company said all its proceeds from the beer would go to The Greg Hill Foundation, established in 2010 to respond to the immediate needs of families victimized by tragedy.
Most recently, the Boston Beer company, makers of Sam Adams, has put in an application for the “Boston Strong” beer trademark, which, if approved — there are currently numerous others vying for the trademark as well in various categories — would reportedly mean a new logo and a new, more significant meaning for the beer.
Sam Adams said it will donate 100 percent of the profits from sales of 26.2 Brew to Marathon-related charities.
From a statement released by Boston Beer:
We are announcing that we have just filed a trademark application for “Boston Strong” 26.2 Brew in the beer category. As many people are aware, we have been a proud sponsor of the Boston Marathon and have pledged to donate all 2013 profits from our commemorative Boston 26.2 Brew to the Greg Hill Foundation to support the victims and families of last week’s events … We are planning to add “Strong” to our Boston 26.2 Brew name to show support for our hometown, whose strength and community has been unwavering in this time of need.
Additionally, if our application is approved, we are happy to allow other brewers to use this mark if they confirm to us that they plan to donate their profits as well. Our pending application does not hinder others outside of the beer category from using the “Boston Strong” mark in any way.
That last part is important: Within the beer category, Sam Adams is content sharing the trademarked phrase so long as profits from such are donated as well. After the Boston Strong rallying cry gained almost immediate prominence, numerous trademark attempts have cropped up, rubbing many the wrong way as an attempt to profit from others’ pain and loss.
That’s not the case here. Sam Adams, as always, continues to advocate for this city and its residents. As a proud sponsor and participant of the Boston Marathon — this year, nearly 70 Boston Beer team members ran or volunteered at the event — they’re a part of this race. As the purveyors of the lauded Boston Lager and more than 30 award-winning styles of craft beer, they’re a part of this city, too.
Should they get this trademark, they’ll be a bigger part of both, with this year’s bombing victims and the victims of future tragedies in line to benefit most.