Boston Beer’s $2.6 Million Super Bowl Play: Robots, Wicked Party Pack and Your Cousin from Boston

Dear Client: Obviously, Anheuser-Busch has Super Bowl's national broadcast beer marketing on lockdown, with the beer giant's NFL sponsorship.  But that doesn't stop other brewers from getting creative. Recall, last year, Boston Beer leveraged its "Cousin from Boston" to spoof the Clydesdales during the pre-game broadcast, as well as in New York and Boston during the 3rd quarter [see CBD 01-26-2021]. And now details are trickling in on what we should expect from Boston this year.  HOW MUCH? Boston tells