Boston Beer Company: Samuel Adams Triple Bock Launch campaign

William Baue

In September 1994 Jim Koch, founder and president of Boston Beer Company, launched his much-anticipated Samuel Adams Triple Bock.

Boston Beer Company: Samuel Adams Triple Bock Launch campaign

William Baue

Overview

In September 1994 Jim Koch, founder and president of Boston Beer Company, launched his much-anticipated Samuel Adams Triple Bock. Koch transcended his family heritage (and brewing tradition in general) in order to realize the "vision" he had "to amaze people by giving them a beer that had the complexity and the dignity of a vintage port or a fine cognac," he explained in Greg W. Prince's 1994 Beverage Worldarticle. Brewed with champagne yeast, maple syrup, and four times the barley of most beers (resulting in a...

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