Jim On Cans to Capacity

Dear Client: Recall that Boston Lager is up an impressive 9% in dollars the latest 13 weeks in IRI all-channel data. We wanted to know the special secret. But Boston chief Jim Koch reminded us they've been "leading with Lager" unwaveringly for 25 years. "Distributors and brewers themselves can get distracted before the customer does," Jim told CBD. "The brewer gets tired of their ads before the consumer does. The same thing can happen with flagships. It can be very