Beer is Cool: Boston Beer Rocks Q1

Beer is Cool: Boston Beer Rocks Q1 Dear Client:Despite a tough economy, Boston Beer Co. reported that its core brand depletions were up a big 14% in the first quarter against an easy comparison of being down 6% in Q1 last year. This big turnaround was driven by "wholesaler and sales force execution", the successful rollout of Sam Adams Noble Pils (with lots of trial, rolled in early January), expanded promo activity with extended retail promo periods (ads and displays)