“We adhere to an advertising code, established by the Beer Institute – a beer industry trade organization – that states, ‘Beer advertising and marketing materials should not include religion or religious themes’,” according to a statement provided by a Boston Beer Company spokeswoman. “We agree with that, and we follow these guidelines and approach our marketing with the utmost responsibility.”
As Will points out, brewing has a rich religious history, and many of the most popular specialty brews are branded with religious themes. Here are those produced by members of the Beer Institute he highlights: Bell’s Christmas Ale; Ommegang Abbey Ale; Marin Brewing Co. Witty Monk; Marin Brewing Co. Altar Boy; New Belgian Abbey Ale; New Belgian Lips of Faith. It is true that there is such a code and that point 7 reads as the spokeswoman declares. Right after point 6, “Beer advertising and marketing materials should not contain graphic nudity,” comes point 7, “Beer advertising and marketing materials should not employ religion or religious themes.”
Some will blame market forces for Sam Adams’ decision to secularize its commercial messaging. But that doesn’t really add up. The most natural thing to avoid controversy would be to leave the text of the Declaration intact, especially when linking the text thematically to the person of Sam Adams. To redact the text as the commercial does is to, as the backlash makes clear, runs the risk of alienating a huge swath of potential customers.
There’s something other than economic caution going on here, and Merritt puts his finger on it.
This is less about a decision to avoid controversy for fear of alienating a consumer base than it is an expression of a corporate culture that embraces a radical secularism and is tone deaf to the point of editing one of our nation’s most significant documents. It has more to do with a secular political and social sensibility than it does with economic savvy.
In such a radical separation of faith from public life, Sam Adams the beer company has done something that Sam Adams himself would never have stood for.
As Sam Adams put it himself in 1776, “We have this day restored the Sovereign to whom all alone men ought to be obedient. He reigns in Heaven, and with a propitious eye beholds his subjects assuming that freedom of thought, and dignity of self-direction which He bestowed on them. From the rising to the setting sun, may His kingdom come.”
Here’s the ad in question: