Sam Adams Does the Right Thing

On another thread, I mentioned my unhappiness that, several years ago, Sam Adams Beer allowed itself to be associated with some nasty, on-air behavior that was insulting to Catholics. And I said I'd never heard the company acknowledge error.

I wrote a letter (actually, I had written twice before, but got no response), giving the company another chance. The company seems to have someone on-the-ball checking email: I got a prompt and pointed reply, which follows:

Dear Fr. Fox,

Thank you for sharing with us your concerns about the "Opie & AnthonyShow" in 2002. We are grateful that you took the time to share them and have given us the opportunity to respond to you personally.The Boston Beer Company has formally apologized for our association with that incident. Shortly after the radio show aired three years ago, we ran a public apology in major Boston and New York newspapers, on our website and individually to those offended by the incident.

Our association with the show was a lapse in judgment, and we regret it. While not an acceptable excuse, I want you to know that we had no warning that a place of worship would be part of the show. Everyone associated with The Boston Beer Company has worked very hard over the last 20 years to build a good company with world-class products and a quality reputation. Your feedback, along with other feedback we receive, is continuously used as we strive to protect and improve our reputation. As a result of the incident, we changed our policy and controls on radio station activities, and significantly decreased our radio spending. We also worked hard with affected groups to apologize and make amends including the Archdioceses of New York and Boston.Shortly after the incident in 2002, we received word that they were satisfied with our apology. Boston Beer is a company that cares deeply about its customers and its reputation with them. We regret that this incident has damaged our relationship with you, and I hope that, over time, we will earn your respect again. Please accept our apology, and again, thank you for taking the time to let us know how you feel. I hope you will continue to do so in the future.

Sincerely,

Michelle Sullivan

I'm glad to publish this letter, and say I find it more than satisfactory. I wrote back to Michelle Sullivan saying so.