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This Contest is in no way sponsored, endorsed or administered by, or associated with Instagram or any other social network or platform.
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ELIGIBILITY: Samuel Adams® SUMMER BEER CHAMPIONS CONTEST (the "Contest") is open to U.S. legal residents  of any state and D.C. who are at least twenty-one (21) years of age at the time of entry.  Employees (and their immediate families) of The Boston Beer Company (the "Sponsor"), and any of their parents, subsidiaries, affiliates, suppliers, independent contractors, agencies, alcoholic beverage wholesalers and retailers, and any persons living in the same household as such employees are not eligible to participate in the Contest (cumulatively, the "Contest Entities").  Contest is subject to all applicable federal, state, local laws and regulations and is void where prohibited by law.  The Contest begins on 5/31/2024 at or about 12:01 a.m. Eastern Daylight Time ("EDT") and ends 8/16/2024 at or about 11:59 p.m. EDT (the "Contest Period"). Sponsor's computer is the official time keeping device of the Contest. Prizes will be awarded for each entry period as described below.

HOW TO ENTER:  There is two (2) ways to enter:

  • Instagram: During the Contest Period: upload an Instagram story that shows a Sam Summer Beer Champions medal tagging @samueladamsbeer during the specific time as listed during entry periods below.
  • Instagram: Comment on one of the static posts on the @samueladamsbeer page that promotes the program. The comment should name a real or fictional sport that the commenter believes they can win at. Sam Adams account will be putting one of these posts up at 12pm EST on every Entry Period day listed below



1) 3:00 PM EDT to 9:00 PM EDT on May 31, 2024.
2) 3:00 PM EDT to 9:00 PM EDT on June 6, 2024.  
3) 3:00 PM EDT to 9:00 PM EDT on June 14, 2024.
4) 3:00 PM EDT to 9:00 PM EDT on June 21, 2024.
5) 3:00 PM EDT to 9:00 PM EDT on June 28, 2024.
6) 3:00 PM EDT to 9:00 PM EDT on July 5, 2024.
7) 3:00 PM EDT to 9:00 PM EDT on July 12, 2024.
8) 3:00 PM EDT to 9:00 PM EDT on July 19, 2024.
9) 3:00 PM EDT to 9:00 PM EDT on July 26, 2024.
10) 3:00 PM EDT to 9:00 PM EDT on August 2, 2024.
11) 3:00 PM EDT to 9:00 PM EDT on August 9, 2024.
12) 3:00 PM EDT to 9:00 PM EDT on August 16, 2024.

To be considered an eligible entry, entrants must be able to prove that submission was an original comment posted from their authorized and valid Instagram account. The comment will be judged based on the criteria provided by the Samuel Adams team found in the Judging section below.

Limited one (1) entry per person, regardless of method of entry. Duplicate entries for a single individual will be disqualified.  All entries become the property of the Sponsor.

Any entry that violates any of the below guidelines will not be eligible as an entry.

The following guidelines must be followed when submitting an entry:

  • Not depict the act of drinking
  • Not portray, encourage, or condone drunk driving
  • Not depict situations where Samuel Adams is being consumed excessively, in an irresponsible way, or in any way illegally.
  • Not portray persons in a state of intoxication or in any way suggest that intoxication is acceptable conduct.
  • Not portray or imply illegal activity of any kind.
  • Not portray sexual passion, promiscuity, or any other amorous activity.
  • Not employ any symbol, gesture, or cartoon character that is intended to appeal primarily to persons below the legal purchase age.
  • Not employ any entertainment figure or group that is intended to appeal primarily to persons below the legal purchase age.
  • Not depict Santa Claus.
  • Not associate or portray Samuel Adams drinking before or during activities which require a high degree of alertness or coordination.
  • Not contain any lewd or indecent language or images.
  • Not employ religion or religious themes.
  • Not disparage competing alcoholic beverages.
  • Depict retail outlets as well kept and respectable establishments.
  • Not show littering or otherwise improper disposal of Samuel Adams containers, unless the scenes are used clearly to promote anti-littering and/or recycling.
  • Not show any trademarks or copyrights other than Samuel Adams trademarks or copyrights.


That you own all copyright in and to the post submitted and agree to assign all your rights to Sponsor  and its subsidiaries, affiliates, and its agents.

That you have obtained authorization from any and all individual(s) featured in your submission and confirm those individual(s) agree to allow you to submit a post bearing their name, image and likeness in connection with your submission of the post on the Sponsor's website and/or social media accounts and understand that such post could be shared on social media platforms outside of Sponsor's control.

That you will indemnify, defend and hold Sponsor harmless from any and all damages, liabilities, fees and costs incurred in defending against any third party claims or threat of claims asserted against Sponsor arising from use of the post.

If a Contest Entry contains any material or elements that are not owned by the entrant, and/or which are subject to the rights of third parties, the entrant is responsible for obtaining, prior to submission of the Contest Entry, any and all releases and consents necessary to permit the use and exhibition of the Contest Entry by the Contest Entities in the manner set forth in these Official Rules, including, without limitation, name and likeness permissions from any person who appears in or is identifiable in the Contest Entry. Sponsor reserves the right to request proof of these permissions in a form acceptable to Sponsor from any entrant at any time. Failure to provide such proof may, if requested, render Contest Entry null and void. By submitting a Contest Entry, entrant warrants and represents that he/she and any persons appearing or who are identifiable in the Contest Entry consent to the submission and use of the Contest Entry in the Promotion and to its use as otherwise set forth herein.

By submitting a Contest Entry, entrant acknowledges and agrees that Sponsor may obtain many Contest Entries in connection with this Contest and/or other contests staged and/or promoted by the Sponsor, and that such Contest Entries may be similar or identical in theme, idea, format or other respects to other Contest Entries submitted in connection with this Contest and/or other contests sponsored by the Sponsor or submitted for other reasons or other materials developed by the Sponsor. Entrant waives any and all claims entrant may have had, may have, and/or may have in the future, that any Contest Entry and/or other works accepted, reviewed and/or used by the entrant may be similar to his/her Contest Entry, or that any compensation is due to entrant in connection with such Contest Entry or other works used by Sponsor.

JUDGING: Entrants will be judged by the Samuel Adams team based on the creativity of the composition of a submitted photo or the ingenuity of the sport referenced in a comment.

PRIZE DESCRIPTION:  Up to One Thousand Eight Hundred (1,800) total prizes will be awarded during the Contest Period. The Samuel Adams team will vote on and select up to One Hundred and Fifty (150) winners for each Entry Period based on the judging criteria from all eligible entries received during the Entry Period. Each winner will receive a $20 Virtual Debit Card with an Approximate Retail Value ("ARV") - $20. This card is issued by Sutton Bank, Member FDIC, pursuant to a license from Visa U.S.A. Inc to be sent via SKU-X links. The difference between any stated value and actual value will not be awarded to winner. All applicable federal, state, and local taxes on prize are the sole responsibility of the prize winner.  No prize substitution will be allowed, except that Sponsor reserves the right to substitute a prize of comparable value if the prize listed is unavailable for any reason. 

WINNER NOTIFICATION:  Potential prize winner will be notified by Instagram direct message and will be required to sign and return an Affidavit of Eligibility and Release of Publicity and Liability (where permitted by law) within three (3) days of notification. Winner's age is subject to independent age verification, and if failed, will result in prize forfeiture.  In the event of noncompliance, if the prize winner cannot be reached at the phone number, email address or address on that winner's entry, or if the prize or prize notification is returned unclaimed or undeliverable for whatever reason beyond the control of Sponsor, that prize will be forfeited, and an alternate winner may be selected only if time permits and in Sponsor's sole discretion.

GENERAL LIABILITY RELEASE:   Acceptance of a prize constitutes winner's  permission for Sponsor to use winner's name, image, likeness, voice, picture, audio and video recordings of, biographical information, statements, and any material based thereon or derived there from, together with any actual or fictional material, or to refrain from so doing, and address (city and state), without the ability to review, for advertising, promoting and/or publicity purposes worldwide and in any and  all forms of media now known or hereafter developed, in perpetuity, without further compensation, where permitted by law.  Entrants agree that the Contest Entities: (a) shall not be responsible or liable for, and are hereby released from, any and all costs, injuries, losses or damages of any kind, including, without limitation, death and bodily injury, due in whole or in part, directly or indirectly, to participation in the Contest or any Contest-related activity, or from entrants' acceptance, receipt, possession and/or use or misuse of any prize, and (b) have not made any warranty, representation or guarantee express or implied, in fact or in law, with respect to any prize, including, without limitation, to such prize's quality or fitness for a particular purpose.  Contest Entities are not responsible for incomplete, illegible, misdirected, misprinted, late, or lost prize notifications; or for lost, interrupted, inaccessible or unavailable networks, servers, satellites, Internet service providers, websites, or other connections; or for miscommunications, failed, jumbled, scrambled, delayed, or misdirected computer, telephone or cable transmissions; or for any technical malfunctions, failures, difficulties or other errors of any kind or nature; or for the incorrect or inaccurate capture of information, or the failure to capture any information.

GENERAL TERMS:  Sponsor reserves the right in its sole discretion to disqualify any individual who is found to be tampering with the entry process or the operation of the Contest, to be acting in violation of these Official Rules, or to be acting in an unsportsmanlike or disruptive manner, or with the intent to disrupt or undermine the legitimate operation of the Contest, or to annoy, abuse, threaten or harass any other person, and Sponsor reserves the right to seek damages and other remedies from any such person to the fullest extent permitted by law. 

FORCE MAJEURESponsor reserves the right to modify, extend, suspend, or terminate the Contest, in whole or in part, if it determines, in its sole discretion, that the Contes tor any particular Contest drawing is technically impaired or corrupted or that fraud or technical problems, failures or malfunctions or other causes beyond Sponsor's control have destroyed or severely undermined or to any degree impaired the integrity, administration, security, proper play and/or feasibility of the Contest or particular contest drawing as contemplated herein.  In the event Sponsor is prevented from awarding prizes or continuing with the Contest or a particular Contest drawing as contemplated herein by any event beyond its control, including but not limited to fire, flood, natural or man-made epidemic of health of other means, earthquake, explosion, labor dispute or strike, act of God or public enemy, satellite or equipment failures, riot or civil disturbance, terrorist threat or activity, war (declared or undeclared) or any federal state or local government law, order, or regulation, public health crisis (e.g. SARS), order of any court of jurisdiction, or other cause not reasonably within Sponsor's control (each a "Force Majeure" event or occurrence), then subject to any governmental approval which may be required, Sponsor shall have the right to modify, suspend, or terminate the Contest in its entirety or the affected portion of the Contest. 

DISPUTES, ARBITRATION AND CHOICE OF LAW:  Except where prohibited by law, as a condition of participating in this Contest, entrant agrees to the following: (1) any and all disputes and causes of action arising out of or connected with this Contest, or any prizes awarded, shall be resolved individually, without resort to any form of class action, and exclusively by final and binding arbitration under the rules of the American Arbitration Association and held at the AAA regional office in Boston, MA; (2) the Federal Arbitration Act shall govern the interpretation, enforcement and all proceedings at such arbitration; and (3) judgment upon such arbitration award may be entered in any court having jurisdiction.  Under no circumstances will entrant be permitted to obtain awards for, and entrant hereby waives all rights to claim, punitive, incidental or consequential damages, or any other damages, including attorneys' fees, other than entrant's actual out-of-pocket expenses (i.e., costs associated with entering this Contest), and entrant further waives all rights to have damages multiplied or increased.  All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the right and obligation of entrants and Sponsor in connection with this Contest, shall be governed by, and construed in accordance with, the substantive laws of the State of Massachusetts, USA, without regard to Massachusetts choice of law provisions.

PERSONALLY IDENTIFYING INFORMATION:  Information submitted to Sponsor by any entrant is subject to Sponsor's Privacy Policy located at By participating in the Contest entrants hereby agree to Sponsor's collection and usage of their personally identifying information and acknowledge that they have read and accepted Sponsor's Privacy Policy.

© 2024 The Boston Beer Company, Boston, MA. All rights reserved.


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