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by Jim Koch

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Flatiron Books
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Founder of The Boston Beer Company, brewer of Samuel Adams Boston Lager, and a key catalyst of the American craft beer revolution, Jim Koch offers his unique perspective when it comes to business, beer, and turning your passion into a successful company or career.

In 1984, it looked like an unwinnable David and Goliath struggle: one guy against the mammoth American beer industry. When others scoffed at Jim Koch’s plan to leave his consulting job and start a brewery that would challenge American palates, he chose a nineteenth-century family recipe and launched Samuel Adams. Now one of America’s leading craft breweries, Samuel Adams has redefined the way Americans think about beer and helped spur a craft beer revolution.

In Quench Your Own Thirst, Koch offers unprecedented insights into the whirlwind ride from scrappy start-up to thriving public company. His innovative business model and refreshingly frank stories offer counterintuitive lessons that you can apply to business and to life.

Koch covers everything from finding your own Yoda to his theory on how a piece of string can teach you the most important lesson you’ll ever learn about business. He also has surprising advice on sales, marketing, hiring, and company culture. Koch’s anecdotes, quirky musings, and bits of wisdom go far beyond brewing. A fun, engaging guide for building a career or launching a successful business based on your passions, Quench Your Own Thirst is the key to the ultimate dream: being successful while doing what you love.


Editorial Reviews

Publishers Weekly
Koch, founder of the Boston Beer Company and brewer of Samuel Adams beer, offers a worthy history of his company’s origins and the road to capturing a very respectable 1% of the American beer market. Koch was born into a family with five generations of brewers and became a successful management consultant. In 1984, he decided to resurrect the family brewing business using a recipe dating back to the 1860s. Within four years, the company was experiencing exponential growth. Koch both chronicles the company’s success and explores issues that many entrepreneurs wrestle with, including determining which kind of business to enter, and getting started once that decision is made. He recounts his struggles to get financing and find the right name; Liberty Tree, Sacred Cod, and Whipping Post were among the candidates before he finally settled on Samuel Adams. Other turning points include taking the company public, sustaining attacks from industry giants such as Anheuser-Busch, and handling the difficult departure of his founding partner, Rhonda Kallman. This is an engaging and well-written blend of stories from a beloved company’s founding and sound guidance on surmounting common dilemmas faced in business and in life. Agent: Jim Levine, Levine Greenberg Rostan Literary Agency. (Apr.)

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