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  • October 1996 (Revised November 1996)
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Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution

By: Ray A. Goldberg and Mollie H. Carter
  • Format:Print
  • | Pages:37
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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.)
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About The Author

Ray A. Goldberg

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    • December 2021 (Revised April 2022)
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    WH Group and Smithfield Foods: Global Leadership During a Difficult Environment of Trade, Disease, and Sustainability

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    Food Citizenship: Food System Advocates in an Era of Distrust

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More from the Authors
  • Nestlé: The World's Largest Food Company Confronts Climate Change By: Ray A. Goldberg and Charlotte Tasker
  • WH Group and Smithfield Foods: Global Leadership During a Difficult Environment of Trade, Disease, and Sustainability By: Ray Goldberg and Rachel Lee
  • Food Citizenship: Food System Advocates in an Era of Distrust By: Ray A. Goldberg
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