At the risk of making beer a bit too much of a recurring theme, I wanted to write about an interesting initiative that has been developed by the Boston Beer Company, the makers of
Sam Adams beer. In the current tough economic climate, what is needed more than ever, is support for entrepreneurs trying to turn their ideas into successful business ventures. The Boston Beer Company is doing just that. Jim Koch, who founded the Boston Beer Company by brewing beer in his kitchen, never forgot the obstacles he faced when he was trying to launch his company and that inspired him to set up an initiative,
Brewing the American Dream, to help the next generation of passionate entrepreneurs. Sam Adams works in partnership with
Accion, a non-profit microfinance organization, to provide loans to small business owners from the food, beverage and hospitality industry. As well as finance, participating entrepreneurs are also provided with coaching, mentoring and resources, all of which are invaluable support mechanisms. I was particularly taken by their pioneering ‘speed coaching’ events, designed by Sam Adams employees to give entrepreneurs the opportunity to meet Boston Beer employees, ask them questions and get valuable business advice.
What I like about this program is that it both draws on and enhances the ‘personality’ of the brand. Whilst the Sam Adams brand is now much more widely known, it came from small beginnings and it was its founder’s entrepreneurial zeal, commitment and perseverance that made it all happen. I also like the fact that it has inspired and involved Boston Beer Company employees, giving them something to support and feel proud of – aside from taking pride in the beer of course! Jim Koch is a charismatic ambassador for the initiative – here’s a
video of him at the Clinton Global Initiative Cause Marketing Forum where he takes to the stage with a mug of beer.
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