“I realised that I would face several challenges in getting this business off the ground. First, I would have to persuade drinkers to pay a premium for a beer that was richer and more flavourful than the pale, bland beers that were then as ubiquitous as Coke and Pepsi. I would also need to change the minds of drinkers who preferred imports, teaching them that the skunky aroma and cardboard taste they thought they liked were really just signs of stale beer.”

Jim Koch
Quench Your Own Thirst – Business Lesson Learned Over a Beer or Two (2016)