Samuel Adams is launching a campaign called “Toast Someone,” to encourage consumers to honor a simple gesture: a toast. In an effort to inspire drinkers to show their gratitude to someone who’s made a meaningful impact on their life, the American brewer has employed a glass raising social media challenge meant to drive awareness—and ultimately get people to drink more beer. 

Samuel Adams is asking fans to document themselves raising a glass to someone with a bottle of Samuel Adams Boston Lager then post the photo to their Instagram, Facebook or Twitter using the hashtag #ToastSomeone. Participants are also encouraged to tag @SamuelAdamsBeer and the recipient. A bespoke augmented reality (AR) Snapchat filter will accompany the campaign. 

The campaign follows a survey conducted by the brand that shows 84 percent of Americans don’t express appreciation for others as often as they should, and 58 percent are more likely to do so during the holiday season.

Given 49 percent of survey respondents also said that feeling awkward was the biggest barrier to expressing appreciation, Samuel Addams has created a limited-edition “Toast Someone” two-pack carrier that fits two Boston Lagers and includes space for a written sentiment. Starting this week at retailers nationwide, while supplies last, the two-pack carriers will be available free of charge with any Samuel Adams purchase.

To demonstrate the power of a toast, Samuel Adams called on popular comedians like Brendan Schaub and Whitney Cummings to thank someone with a toast as opposed to a roast.

A feel-good initiative ahead of the holidays is an organic way to stand out from the crowd this season, especially amid US beer brands’ declining sales. Between 2012 and 2017, Bud Light saw its sales decrease 17 percent. Other beer brands such as Budweiser, Miller Lite and Coors Lite have also lost market share.

In its second-quarter results, Samuel Adams’ parent company Boston Beer noted, “We are disappointed with our Samuel Adams brand trends and continue to evolve our brand messaging.” Perhaps a touch of cause-marketing will help the brand bounce back.