Boston public relations expert Sally Jackson will explain at the Ad Club of the V.I. monthly meeting next Wednesday how she launched the "best beer brewed in America" out of the trunk of her car.
In the noon meeting at the Hibiscus Beach Hotel, Jackson, of Sally Jackson & Co., Public Relations in Boston, will recount her challenge to introduce the then unknown Sam Adams Lager to the public.
The key to her success, Jackson said, was starting in "our own Boston neighborhood." Jackson said the brewery owner had no advertising funds, a fact which got Jackson's creative energy going. Those who have tried to launch a product on a tight budget should be all ears.
She enlisted the help of the brewery owner, filled the trunk of her car with all the bottles of Sam Adams it could hold, and proceeded to visit a different Boston bar each night. And it worked. Brewer of the lager, the Boston Beer Company, now has more medal-winning beers than any other craft brewer.
The meeting is open for registration at 11:30. For reservations, call 773-9700 ext. 708.
