Jim Koch Talks “Fourth Category,” Nixing Ad That Disses Light Beer

Dear Client: Jim Koch kicked off a chat between himself, NBWA chief Craig Purser and Dogfish Head co-founder Sam Calagione (who of course has just merged with Boston Beer) with a move that was signature Jim. He chucked the obligatory "speaker" water off the back of his seat and cracked a Boston Lager.  The talk, which helped open today's 2019 NBWA Las Vegas meeting, was a wide-ranging one. But to us, the highlights included Jim's sizing of what he the