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Samuel Adams 1995 IPO

02/18/2012

Samuel Adams made its IPO offering open to all investors especially its beer drinking customers. A information tag was attached to each six pack of beer informing customers they could buy shares at $15 a share in the IPO. This made for a loyal shareholding base for Samuel Adams, and rewarded the loyalty of customers, creating a positive image for the product in the marketplace. It also fitted in with the founder's sense that this was the right way to do it, rather than let insiders manage the IPO for their own benefit.

Grouped Articles

An I.P.O. Process That Is Customer-Friendly

New York Times 02.18.2012

Obama Signs Bill Easing IPO Rules

Wall Street Journal 04.05.2012


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