# Samuel Adams: Jim Koch (2017)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-07-24
- Length: 36m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017

## Summary

Jim Koch, founder of Boston Beer Company, explains how he left a management consulting career to launch Samuel Adams in 1984, reviving a 150-year-old family recipe to create the craft beer movement. Koch details his 'lean startup' approach, including renting brewing space, hiring Dr. Joseph Owades, and personally cold-calling bars with beer in his briefcase to secure initial accounts. The episode highlights the brand's rapid growth after winning 'Best Beer in America' at the Great American Beer Festival, leading to a unique direct-to-consumer IPO that raised $65 million. Additionally, Kaitlin Mogental of Pulp Pantry discusses her garage-stage venture of turning juice bar pulp into snacks, focusing on sourcing ingredients and managing small-batch production.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=0) Introduction: Jim Koch and the Craft Beer Revolution
- [1:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=74) Leaving Consulting and Finding the Family Recipe
- [7:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=475) The Lean Startup: No Office, No Phone, Just Beer
- [14:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=886) Naming Samuel Adams and Securing First Customers
- [17:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=1039) Cold Calling Bars and Winning the Great American Beer Festival
- [25:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=1507) Scaling Production and the Direct-to-Consumer IPO
- [33:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017#t=2010) Postscript: Kaitlin Mogental and Pulp Pantry

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- Samuel Adams (product)
- Boston Beer Company (company)
- Anchor Steam (product)
- Fritz Maytag (other)
- Dr. Joseph Owades (other)
- Great American Beer Festival (other)
- Pulp Pantry (company)
- Kaitlin Mogental (other)
- Chobani (company)

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- [Founder Feature: Amna Mettmann of Brause](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-18-founder-feature-amna-mettmann-of-brause) (The Startup CPG Podcast)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)
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- [An AWSM (Sauce) Bonus Episode with Carl Starkey](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey) (The Startup CPG Podcast)

## Citing this page

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