Overview:
At this year’s Great American Beer Festival – the brewing industry’s largest gathering – Bob Pease, President of the Brewers Association, kicked off the annual Sam Adams beers and brunch to discuss the importance of Independence and share their new campaign, That’s Independence You’re Tasting. The initiative is geared toward driving awareness of the Independent Craft Brewer’s Seal and educating beer drinkers on why craft beer matters and merits their support and sales.
Jim Koch, founder and brewer of Sam Adams, immediately followed Bob, sharing his support for Independence, craftsmanship and artisanal values. Jim discussed his plan to educate drinkers on what differentiates Independent craft beer from larger industrial beers. Despite a growing craft subculture, nearly 85% of all beer consumed in the U.S. comes from big, international conglomerates (including expensive imports) that make light, industrial beers brewed for efficiency and low cost, and not for flavor, quality or heritage. Jim is challenging drinkers to pay attention to beer the way they do artisanal food and to demonstrate the way beer should be brewed, using only the finest, high quality ingredients and inefficient brewing processes.
He is setting out to inform America through storytelling and Sam Adams’ philanthropic program, Brewing the American Dream, about his passion, his team of brewers, and the quality of ingredients that go into his beer, as well as the support Sam Adams provides to passionate artisans and business owners who are at the center of job creation and economic growth in their communities.
The Samuel Adams Brewing the American Dream – New $1 Million Grant Program
For 10 years, Jim has been a critical part of supporting thousands of artisanal food and beverage small businesses across the country through the Brewing the American Dream Program, which has given critical guidance to more than 10,000 business owners through speed coaching events and mentoring, provided more than $27 million in loans to small business owners and independent brewers, and created or saved 7,100 jobs. At this year’s Great American Beer Festival, Jim teased that for the first time he will be providing $1 million in initial funding to support a new business grant program for artisans and brewers who are at the center of job creation and economic growth in their communities. More details about the grant specifics will soon be made available by Sam Adams.
What Jim has to say:
“Artisanal jobs, including brewing, are often overlooked as an economic growth engine, but I believe strongly these businesses are the future of American manufacturing and the job creation tip of a larger social movement. It’s the responsibility of successful businesses to help stimulate artisans who are under-resourced and facing other barriers to success. Through this new grant program, we are doubling down with our support for those artisans dedicated to creating high-quality foods, beverages and beers and further stimulating our community of craftspeople.”
More information is available at: www.brewingtheamericandream.com.
The Samuel Adams Brewing & Business Experienceship
Another key initiative at the core of Samuel Adams support for the craft beer industry and fellow artisans is the annual Brewing & Business Experienceship, which helps brewers grow and succeed through training and financial support. At this year’s Great American Beer Festival, Sam Adams named Allan and Alicia Conger from 1912 Brewing in Tucson, AZ, the winners of the 2019 Experienceship.
Veteran-owned, Allan and Alicia Conger began 1912 Brewing with a true love of beer and the mission to incorporate their heritage story within the brewery and their beers. After homebrewing in their garage for nine years, Allan and Alicia created 1912 Brewing to follow their love of everything beer and to become their own boss. They noticed there was a lack of “Latin flare” and veteran influence in their local market and wanted to make an impact with a new brewery culture. Their brews are now served at their taproom and more than 100 bars and restaurants throughout Arizona.
The Experienceship will be tailored to Alan and Alicia’s specific business needs with opportunities that include business coaching, a trip to the Sam Adams Boston Brewery to learn from the brewers and business experts, the opportunity to brew a collaboration beer with Sam Adams and financial support to attend industry events like the Great American Beer Festival.
What Allan and Alicia have to say:
“We feel so grateful to win the Experienceship and look forward to working with the team at Sam Adams. We could use the Experienceship to improve every aspect of our business - from distribution, marketing, production, and branding. We would like to expand not only our business but the Latin and veteran aspects that influence our brewery culture. Hiring more veterans, giving back even more to those communities, expanding product selections and breaking into markets dominated by the ‘traditional domestic’ offerings are a few of our goals.”
Learn more about Samuel Adams Brewing & Business Experienceship at www.btad.samueladams.com/how-we-help/brewing-and-business-experienceship.
The Samuel Adams LongShot American Homebrew Contest
Ask any homebrewer and they will say homebrewing is one of the greatest examples of inefficient brewing and brewing the hard way. For more than two decades Sam Adams’ has recognized and celebrated passionate homebrewers through the LongShot American Homebrew Contest Contest. The contest has evolved over the years and now aims to help amateur brewers take the next step to professional brewing. This year’s applicants submitted videos touting their passion for brewing and why they want to leave their day job to follow their dream of going pro. A panel then selected the top finalists to submit their best homebrew for review by expert judges and brewers including Jim Koch.
Eric Pierce, of Framingham, Mass, who brewed a Grisette-style beer, was named this year’s winner and will be awarded the grand prize: a scholarship to the Siebel Institute’s online brewing education program, a one-week "Brewership," and a trip to the Great American Beer Festival. The Brewership is a fully-immersive experience at the Sam Adams Brewery that will allow Eric to work alongside the team of Sam Adams brewers, learning about the nuts and bolts needed to run a brewery including ingredients sourcing, quality assurance testing, packaging and more.
What Eric has to say:
“I began this journey in my garage saying, ‘if there was ever a long shot, that would be me,’ so saying I am excited is an understatement. I can’t wait for the next chapter and look forward to working with the Sam Adams team.
Learn more about Samuel Adams LongShot American Homebrew Contest at www.samueladams.com/longshot.
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