JIM KOCH’S OPUS: “Let My People Go”

Dear Client:Boston Beer Co. founder Jim Koch spoke to a standing-room only room at Caesar's Palace at the NBWA Convention, and he said things that may have been unpleasant, but that only Jim Koch could pull off in his congenial manner. They were things that needed to be said, if only for the sake of open debate. His themes were unity, the value of three-tier, treating craft brewers fairly, and cutting costs out of the system to appease big retailers.