Constellation, Boston Beer Buy World Series Airtime

Those that tuned into to watch the Houston Astros capture their first World Series title by defeating the Los Angeles Dodgers on Wednesday night were treated to a barrage of alcohol ads during the three-and-a-half-hour affair.

Two beer companies — Constellation Brands and Boston Beer — sprung for multiple Game 7 spots (below), marketing a wide variety of beer, cider, and flavored malt beverage brands to more than 28 million viewers.

A 30-second commercial cost about $650,000, one media buyer familiar with Fox Television’s 2017 World Series pricing told Brewbound.

Constellation Brands came out swinging during Game 7, airing six commercials for its Corona, Modelo, Pacifico and Ballast Point brands.

In a conversation with Brewbound, Constellation CMO Jim Sabia said the decision to purchase two 15-second ads for Ballast Point’s flagship offering, Sculpin IPA, was made just hours before the first pitch.

“We got a call from our agency, and they said there was some extra inventory available,” he said. “I was thinking about it, and I ran down the hall and said ‘What if we ran Ballast Point?’”

The two Sculpin spots, which were created earlier this year as part of a digital campaign, had already racked up more than 6 million views on YouTube.

“This was a unique opportunity that presented itself,” Sabia said. “We wanted Ballast Point to be a part of the seventh game of the World Series. We decided that the brand deserved it. We have so much energy for this brand, we just need to build more consumer awareness and demand.”

Boston Beer, meanwhile, which hinted at a new Samuel Adams marketing campaign during a third quarter earnings call last week, unveiled a new campaign during Game 7.

In addition to ads for its Twisted Tea and Angry Orchard offerings, the company introduced a renewed push behind Samuel Adams called “Fill Your Glass.” The 30-second ad recognizes everyone from crossfitters to homebrewers, encouraging drinkers to “fill their glass” as rapid-fire clips of individuals with a variety of hobbies flash across the screen.

“At Sam Adams, we salute those people did that thing, built that thing, tried that thing, messed that up, then tried it again,” a narrator says.

Set to the tune of Brazilian composer Luiz Bonfá’s “Seville,” which younger drinkers will recognize as the song sampled by Gotye in his 2011 hit “Somebody That I Used to Know,” the Fill Your Glass commercial has a motivational and feel-good vibe.

“Life isn’t about whether your glass is half full or half empty, it’s about filling it up,” the narrator explains.

The “Fill Your Glass” television commercials are also being flanked by a digital campaign and Boston-area billboard placements.

Anheuser-Busch, Diageo, and Moët Hennessy USA also ran ads during the game.

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