A recent survey of more than 2,000 U.S. adults age 18+ conducted online by The Harris Poll on behalf of Sam Adams1 found that the majority of Americans (84%) agree that people do not express their appreciation for others as often as they should—and that nearly two-thirds of Americans (64%) have had trouble expressing their appreciation for someone. That’s when Sam Adams stepped in, realizing drinkers need to take action and give thanks to others in a simple, yet meaningful way.
The same survey found, roughly six in ten Americans (58%) are more likely to express appreciation for others during the holiday season than other times of the year, so Sam Adams set out to inspire more drinkers to Toast Someone when gratitude is top of mind.
Sam Adams believes that the simple gesture of physically toasting someone can have a real impact and questions why we’re not doing more of it. With no beer more dignified to be at the center of a meaningful toast than Boston Lager, Sam Adams decided to eliminate the awkwardness that comes with giving recognition this holiday season.
To inspire drinkers and demonstrate the power of a toast, Samuel Adams asked some of the country’s most popular comedians—Whitney Cummings, Brendan Schaub, Theo Von, Ari Shaffir, Tom Segura and Jo Koy to shed their bravado and sincerely thank someone with a toast, not a roast. Watch their individual toasts here.