Koch: Boston Beer secured all 100 target Boston bars within one year
Jim Koch · Advice Line with Jim Koch of Boston Beer Company · Aug 8, 2024 · at 4:38
Jim Koch, founder of Boston Beer Company, recounts how he launched Samuel Adams beer in Boston using a single delivery truck.
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“We, our whole market when I started was a list of 100 bars in the whole world. That was what we cared about, was those 100 bars that were in the right pockets in Boston. We only had one truck to deliver the beer, so we couldn't go all over creation, but we focused on them, and eventually we got every one of them To carry Samuel Adams. It took about a year to do those hundred bars, but that was where we focused, and it grew from there.”
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