Jim koch loves to talk about little companies that take on the Big Guys: artisanal-cheese makers who battle importers, the microdistillers who taunt liquor giants-and, most of all, the tiny microbrewer who elbows aside industry behemoths with a full-flavored beer and a well-crafted marketing pitch.That last one is Koch himself, of course. When he launched Samuel Adams Boston Lager in 1984, there were fewer than 10 microbrewer-ies in the U.S. Store shelves were dominated by bland beers made by Miller Brewing Co. and Anheuser-Busch.
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