More from Beverage Industry's February 2011 cover story interview with the Boston Beer Co. Photos by Vito Palmisano.

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Despite the scientific consensus that high fructose corn syrup (HFCS) is safe, natural and nutritionally the same as table sugar, there has been vocal misunderstanding of these facts among consumers—and good-faith, though misguided, efforts by beverage marketers to respond to those consumers by removing HFCS from their products.