All of this is tough for Koch to swallow, as the undisputed king of the craft-beer industry suddenly finds himself presiding over shifting and unsteady ground. Koch has spent the past three decades battling the corporate giants—Budweiser, Miller, and Coors—but now he faces what may prove his toughest fight yet: a multiple-front war with the brewers and the consumers who worship at the altar of craft beer’s next generation.
I got into beers in a big way in 2014 (although I really haven’t written about it at all here). Sam Adams was one of my early favorites as an adult, but as I have been exposed to more craft beers, Sam Adams has fallen by the wayside for me too. I can’t tell you the last time I bought one of their seasonal beers.
Part of the battle is that I buy something new every time I go to the store. There are literally hundreds of options in a good grocery store, and I don’t have any terribly strong loyalties to any one label, since I’m always looking for something new, something interesting.
If I had to pick one beer to drink that’s advertised during football, it would be Sam Adams without a doubt. However, if the entire world of choices are in front of me, I’m going to keep exploring. Sam Adams was like Death Cab for Cutie for me. It got me into “indie rock,” but my tastes has matured and shifted since I entered this world.