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By Audrey Kemp | Junior Reporter

January 25, 2023 | 3 min read

What happens if a groundhog runs amok in a bar? Watch Samuel Adams’ latest spot and find out.

Everyone will be counting on Punxsutawney Phil and Samuel Adams, the newly appointed official beer of Groundhog Day, this spring.

Boston Beer’s flagship brand has announced it has become the official beer of Groundhog Day. To commemorate the moment, Samuel Adams has vowed to cover the cost of a Cold Snap for drinkers if Punxsutawney Phil, Pennsylvania’s most famous groundhog, doesn’t see his shadow on February 2.

The announcement comes as Phil awaits his induction into the Meteorologist Hall of Fame, which will take place the day before Groundhog Day this year.

The new 30-second TV spot brings back Samuel Adam’s character, ’Your cousin from Boston,’ who in the ad plans to celebrate Groundhog Day with a 12-pack of Samuel Adams Cold Snaps and a groundhog – until he realizes the animal got loose. The campaign feels a little inspired by this classic SNL Christmas skit:

Now, where does Phil come in? As tradition would have it, the groundhog from Young Township, Pennsylvania signals how far away spring is by whether or not he sees his shadow.

However, if Phil doesn’t see his shadow on February 2, Samuel Adams will send $50,000 worth of Cold Snap to 5,000 lucky drinkers (via $10 e-gift cards). To enter, drinkers (21+) can head to and complete the sweepstakes form for a chance to win.

The brand worked with its creative agency of record, Goodby Silverstein & Partners, on the campaign.

UPDATED: Phil saw his shadow so that means six more weeks of winter and no free beer. Double bummer.


Agency: Goodby Silverstein & Partners

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