How to talk to twentysomethings
Even Jim Koch, who founded The Boston Beer Company in 1984 and introduced the company’s flagship beer, Samuel Adams Boston Lager, in April 1985, has had to learn the lesson that every year it gets harder to keep the froth on a leading-edge beer brand. After almost 20 years in the market, Sam Adams is now just another speciality beer brand on a very cluttered shelf. Sam Adams may still be the best selling craft beer in the US market, but like its faithful consumers, the brand has grown middle-aged. As Koch himself admitted to local media, the brand continues to stand for quality, passion, authenticity and innovation, yet he does not know how to communicate that to a 23-year-old.
For six years, Boston Beer sales have been stuck at USD200 million..
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