Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How a Beer Brand Raised Prices and Sold More
When Boston Beer Company raised the price of Samuel Adams by 12 percent in 2024, analysts expected sales to dip. Instead, volume grew 3 percent. In this episode, Lucas and Luna unpack the psychology behind that counterintuitive move — how a price hike signaled quality, reshaped brand perception, and actually expanded the customer base. They trace the strategy back to a 2023 pricing experiment on the company's seasonal variety pack, and walk through the specific demand-curve dynamics that made the increase work. They also discuss what happens when price raises cross a threshold into…
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