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Brewing creativity with Jim Koch of Boston Beer Company
How I Built This with Guy Raz
The Journey of Twisted Tea and Hard Seltzer
This chapter recounts the initial struggles and eventual triumph of Boston Beer Company's Twisted Tea amidst changing consumer preferences. It highlights the innovative approaches taken in the beverage industry, particularly with hard seltzer, showcasing the importance of understanding market trends and consumer demographics. Through stories of early drinkers and transformative marketing strategies, the chapter illustrates how risk-taking and quality ingredients contribute to a product's success.
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highlights
Listen to the best highlights from the podcasts you love and dive into the full episode