Approximately 30 years ago, mass domestic beers ruled the industry, and the term “craft beer” didn’t even exist. Yet, sixth-generation brewer Jim Koch envisioned a niche for full-flavored domestic beers in the United States. Although he realized that his company would never have the economies of scale or mass marketing capabilities that the large brewers in the market had, he was sure that a small part of the market would enjoy a full-flavored craft beer. Therefore, he co-founded The Boston Beer Co. in 1984.
“My original business plan was that we would grow to 5,000 barrels, which was about $1 million in revenue, and then level off,” Founder and Chairman Koch says. “I was terribly wrong, but in the right direction.”