Aug. 30 - Even beer lovers have their limits when it comes to bad jokes. The chief executive of Boston Beer Co., maker of Samuel Adams beer, has officially apologized for his participation in the infamous “Opie and Anthony” radio sex stunt. The CEO’s apology followed a boycott of the Boston brewery by a handful of Boston bar and restaurant owners who were in a froth over the outrageous show.

JIM KOCH, CEO of the Boston brewery, apologized for his role in the sex-in-the-church stunt in advertisements in the Boston Globe and the Boston Herald Thursday. The company plans an ad in the New York Post on Saturday.

Koch’s company was a major sponsor of the “Opie and Anthony” show, a popular sydicated radio program. Koch was at the radio station WNEW-FM two weeks ago when the hosts Anthony Cumia and Gregg “Opie” Hughes arranged for a Virginia couple to have sex within a vestibule of St. Patrick’s Cathedral in New York. The ongoing contest, called “Sex for Sam,” awarded prizes to couples for having sex in public places.

The couple were arrested on Aug. 15, along with a producer of the popular radio program, which was syndicated in 19 markets.

On Aug. 18, Infinity Broadcasting’s WNEW-FM station permanently canceled the “Opie and Anthony” show, one of the radio conglomerate’s highest-rated programs. Infinity is a division of Viacom.

A outrage over the beer company’s participation in the segment began soon after, with more than two dozen outraged Boston bar and restaurant owners refusing to sell Samuel Adams beer.

Koch, a friend of the racy duo and frequent guest of their show, issued an apology on the company’s Web site earlier this week, but that wasn’t enough to appease the offended boycotters.

The newspaper ads are an open letter from the CEO to customers and bar owners explaining the brewery’s history and reputation.

“My presence in the show was a serious lapse in judgment, and I regret it,” Koch wrote in the ad. “I sincerely apologize to the Catholic Church and everyone who was offended by the incident and by my association with it.”

A spokeswoman for the company, Sally Jackson says that “almost without exception” the boycotters have accepted the company’s published apology. “We hope this is the end,” she said.

PRINT THIS ARTICLE