Signature Social Issue Leadership Case Study – Cause Consulting

Challenge

Create and activate a focused national social impact campaign to reinforce the Samuel Adams brand story, increase drinker and partner affinity, and drive employee engagement.

Select Activities

  • Program development
  • Strategic planning
  • Leadership positioning
  • Naming + messaging
  • Impact storytelling
  • Skills-based volunteerism
  • Public-private partnerships
  • Cause marketing
  • Public relations
  • Event planning + execution
  • Grantmaking
  • Government affairs
  • Measurement + evaluation

Select Activities

  • Program development
  • Strategic planning
  • Leadership positioning
  • Naming + messaging
  • Impact storytelling
  • Skills-based volunteerism
  • Public-private partnerships
  • Cause marketing
  • Public relations
  • Event planning + execution
  • Grantmaking
  • Government affairs
  • Measurement + evaluation

Overview

When Jim Koch founded Samuel Adams in his kitchen in 1984, he ignited a craft-beer revolution. Knowing how challenging it had been for him to build his business, Jim wanted to find a way to help other entrepreneurs take their best shot too. Building upon this vision, the Samuel Adams Brewing the American Dream (BTAD) program champions the ideas and dreams of small business owners who are pursuing their passion in the food and beverage, hospitality, and craft brewing industries. By providing capital, business coaching and access to networks, Samuel Adams rallies its employees, drinkers, business partners, local communities and government officials to help people get ahead.

From its launch in 2008, this program has become a core part of the Samuel Adams brand experience. Today, Founder Jim Koch is considered a national champion for lower and moderate-income small business owners and the company has received numerous awards including the prestigious Committee Encouraging Corporate Philanthropy (CECP) Founder’s Award for Excellence and an Engaged for Good Gold Halo Award. Since its inception, BTAD has made loans totaling over $21 million to support more than 1,500 small businesses and has provided coaching to close to 10,000 entrepreneurs. These loans have helped to preserve or create nearly 5,900 jobs in small businesses across America, supporting Jim’s vision to fuel the American Dream.

The BTAD Micro-loan Fund provides small business owners with capital and loan repayment counseling in partnership with Accion USA Network, the nation’s largest nonprofit lender.

BTAD Sales Promotions and Events rally drinkers year-round to support small businesses across the USA.

BTAD Speed Coaching, modeled after speed dating, unleashes the expertise of Samuel Adams employee volunteers in more than a dozen cities nationwide.

“I’ve always believed adding value to the community goes beyond just making donations.”

Jim Koch

Founder, The Boston Beer Company

Let’s Strengthen Business + Impact Society Together