Brewing Innovation
Jim shares the journey of how his brand became the official drink of Sturgis and expanded to college campuses. He reflects on the initial skepticism surrounding hard seltzer and reveals the decades-long development of a clear malt base, created in collaboration with Jack Daniels. The success of hard seltzer was inspired by the rise of sparkling water, illustrating the importance of market observation and innovation in the beverage industry.In this clip
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How I Built This
Brewing creativity with Jim Koch of Boston Beer Company
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