Publications
Publications
- October 1996 (Revised November 1996)
- HBS Case Collection
Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution
By: Ray A. Goldberg and Mollie H. Carter
Abstract
Boston Beer Co. revolutionized the beer industry by identifying and responding to a new consumer segment. Using the excess capacity in the brewing industry to establish contract brewing arrangements and an extremely capable sales force, the company opened the industry's eyes to the need for high quality product and freshness. The emphasis on unique product development and freshness was a first for the industry.
Keywords
Transformation; Leadership; Product Marketing; Product Development; Production; Quality; Salesforce Management; Segmentation; Food and Beverage Industry
Citation
Goldberg, Ray A., and Mollie H. Carter. "Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution." Harvard Business School Case 597-040, October 1996. (Revised November 1996.)