One Size Fits All

Sam Adams Boston Lager, the small, premium brand of beer, faced a big challenge: getting the attention of distributors and their reps who also sell beer made by the industry giants, who offer lavish incentives to places like Australia.

But David Duffy, the territory manager for Virginia, found a reward he thinks can help Sam Adams level the playing field and, as he puts it, "get as much share of mind" as the big guys--without spending as much money. Known as "Super-Certificates(tm),"

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