BusinessWeek Online features profile of Jim Koch

Modern Brewery Age, Sept 1, 2003

Gerry Khermouch, a familiar writer on the beer beat, has written an excellent profile of Jim Koch and the current fortunes of Boston Beer Co. It appears on BusinessWeek Online.

The story leads with an incident in a Manhattan supermarket, where Jim attempts to put a Sam Adams sticker on a cooler, and is shown the door by an irate store manager.

Khermouch tagged along as brewer/entrepreneur Koch hit the streets for a little market research in Manhattan, questioning bartenders and wandering through convenience store aisles.

The 54-year-old Koch began selling Sam Adams bar to bar in Boston in 1985, and still uses the same tactics today. During their interview, Khermouch questions Koch about his exit strategy. Koch replies, as always, that he doesn't have one. "What would I do if I did sell?" he asked rhetorically. "I'd go looking for a brewery to buy so I could launch my own brand."

Koch says he has examined the challenge of reaching the twenty-somethings entering the market. "I know that Sam Adams still stands for quality, passion, authenticity, and innovation, but I don't know how to communicate that to a 23-year-old," he told Khermouch.

As for selling the company, Khermouch notes that Koch could walk away with about $70 million in his pockets. As sole owner of the company's Class B shares Koch has veto power over any decision to sell. And Boston Beer board member Jean-Michel Valette seems to indicate it is no longer out of the question. "While he would never entertain the subject in the past, he's more willing to talk about it these days," Valette said. "[now] It's a notion of unfinished business that's motivating him."

For story, see BusinessWeek online.