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BOSTON BEER COMPANY ANNOUNCES BREWING AGREEMENT WITH WHITBREAD PLC

BOSTON, May 8 /PRNewswire/ -- The Boston Beer Company (NYSE: SAM), brewer of Samuel Adams beers, has announced the signing of a letter of intent with Whitbread PLC, the fourth largest brewery in the United Kingdom, to develop a new brew specifically tailored to the tastes of UK beer drinkers.

"Over the past year we have seen an exciting new category of beer open up in the UK beer market," said Frazer Thompson, Strategic Development Director of the Whitbread Beer Company. "In an effort to compete in this category we began researching brewing opportunities. Having discovered the fine reputation and quality of the award winning brews of the Boston Beer Company, we approached them for their brewing expertise."

Whitbread PLC has annual sales in excess of $3.5 billion. Its product line includes Whitbread Ale, Mackeson, Boddington's, and Murphy's Irish Stout under license. In addition to brewing, the company distributes several imported beers and owns and operates more than 6,000 pubs, hotels, and restaurants.

The two Breweries have agreed to combine their knowledge of brewing to develop an entirely new brew -- Boston Beer from Samuel Adams.

The recipe was developed by Whitbread Beer Company with assistance from Boston Beer brewers. It uses only four natural ingredients; malt, yeast, water, and Hallertau hops. The beer will be brewed at Whitbread's craft brewery in Castle Eden, in the Northeast of England.

The new product will be introduced regionally in the UK in May. Initially, Boston Beer will be available on draught.

Boston Beer Company owns the trademarks for the new product and is granting Whitbread an exclusive license to use that trademark in Great
Britain and Ireland. Boston Beer Company will be receiving a royalty from the sales of the new beer.


The agreement, and the development of the Boston Beer brand, reinforces the Whitbread Beer Company's on-going commitment to developing new markets and providing UK drinkers with distinctive, flavorful brews.

The Boston Beer Company was founded by Jim Koch in 1984. The company's flagship product, Samuel Adams Boston Lager, was introduced in April, 1985. Today, Boston Beer Company is America's leading craft brewer, and the Samuel Adams family of beers includes eight different year round and seven seasonal styles.
 -0- 5/8/96


/CONTACT: Lucy Sholley, Boston Beer Company, 617-368-5165, or Kate Begley of Jackson & Co., 617-247-1055/

(SAM)

CO: Boston Beer Company ST: Massachusetts IN: FOD SU: CON

DP -- NEW033 -- 1158 05/08/96 16:00 EDT
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1996 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 8, 1996
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