Each year at the Great American Beer Festival (GABF) the Samuel Adams Brunch is one of the most popular events. In addition to being the largest craft brewer, the brunch affords attendees the opportunity to have tastes of new releases.
This year that was:
- Fresh as Helles, a seasonal hellles lager, a smooth drink showing pleasant citrus and orange notes
- Hopscape, a seasonal wheat ale with pleasant hoppy notes, and
- Rebel Juiced IPA (part of the year round Rebel series) featuring mango juice and strong hop notes.
In his remarks, Founder and brewer, Jim Koch talked about his commitment to supporting small business. As at previous brunches, Mr. Koch announced the recipient of the “Brewing the American Dream Experienceship” award and the winners of the 2016 Longshot Homebrew Contest. Brewing the American Dream was created in June 2008 as a philanthropic program that champions the dreams of small business owners nationwide who are pursuing their passion in the food and beverage, hospitality, and craft brewing industries.
If I got it right in my notes, the program has supported 4000 jobs around the country. It is focused on how to set up and run a small business. As Jim explained, the program is informed by his own experiences in founding the Boston Beer Company. So, winners are able to benefit from loans to grow their business (in partnership with ACCION, a leader in the micro loan industry), sound business advice, including coaching, financial advice among others.
I think this is so cool. But, I wonder as the company looks to the future that they also should consider as a criteria to use in selecting breweries for the award, the business model. Specifically, I think it would show great foresight to encourage businesses that are set up as benefit corporations or even as cooperatives. It seems to me these business models are an ideal fit for the culture and ethic of craft brewing. Still, the company deserves a lot of credit for its efforts to support other craft brewers through Brewing the American Dream and Longshot.