I, for instance, know that Sam Adams recently released the spring seasonal White Ale, which is one of my favorites. Reading the Sam Adams newsletter whets my palate for a nice six-pack before I even hit up my corner store.
This is why I think e-mail newsletters like the Sam Adams one works. Obviously, I opted-in to receive this newsletter because I wanted updates and information regarding Sam’s beers. It’s a mutual relationship that benefits both of us. Sam tells me about products that I like and I in turn buy those products. Cheers to Sam!