Unexpected Market Insights
Jim shares his journey of creating a hard seltzer that defied initial expectations, targeting a demographic he thought would prefer it. Through a surprising experiment on a booze cruise, he discovers that the drink appeals to a much broader audience than anticipated. The key takeaway? A well-crafted flavor profile can attract unexpected drinkers, proving that innovation often comes from looking beyond traditional markets.In this clip
From this podcast
How I Built This
Brewing creativity with Jim Koch of Boston Beer Company
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