Samuel Adams: Jim Koch

How I Built This · 31 Oct 2016 · 33m

What this episode covers

Jim Koch, founder of Samuel Adams, explains how he left a lucrative career at Boston Consulting Group to launch a craft brewery in 1984, reviving a 150-year-old family recipe. He details the 'ultimate lean startup' approach, hiring Dr. Joseph Awtz to perfect the Boston Lager and selling the product directly to bars in Boston to avoid distributor rejection. Koch describes winning 'Best Beer in America' at the Great American Beer Festival, which triggered massive demand and forced a rapid scaling of production. He also outlines his unconventional IPO strategy, allowing consumers to buy shares via coupons, and his aggressive marketing against imported beers to establish a distinct American craft identity.

Most relevant to

early-stage companies

Topics

Mentioned

Companies: Boston Consulting Group, Boston Beer Company
Products: Samuel Adams, Heineken, Beck's
Also: Great American Beer Festival, Dr. Joseph Awtz

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Samuel Adams: Jim Koch

What this episode covers

Most relevant to

Topics

Mentioned

Related episodes from other shows

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