While "not an absolute prediction," Boston Beer Co. founder Jim Koch warned distributors at his reception remarks at the NBWA Convention that there could be "a world class game changer" on the horizon, say by 2015, which could affect the structure of distribution. "Things can sneak up on you." He observed that the big global brewers have created nice "cash generation machines" by using their US cash flow (created by cutting costs and raising prices) and reinvesting that into growing emerging markets