Illegal, in bad taste and disrespectful of my religion. Those are the mildest responses I can think of... oh, and one other. I can no longer enjoy their very fine beer and will do everything within my power to recommend that others join me in abstaining from Sam Adams beer.
How disappointing. love their beer, but will consume it no longer.
I'd urge you to do the same. and write to them to let them know of your disappproval here.