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-- this'll be our second CEO interview the hour at least He was the C announced.
The chairman of the board but it founded the company -- despite weak sales craft beer sales are still on the rise domestic volumes growing.
As much as 5% a year in the past decade and Boston Beer company really leading the pact was responsible for brewing -- a Kraft favorites Sam Adams and are Robert -- spending today at the next thing.
-- -- Our thanks so much cut I am here with Jim but He is the founder and the chairman -- -- brewer and you name it duchy football -- -- bottle washer.
Alright let's go straight to the chase obviously it's a very handset -- uncertain economy right now and Sam Adams was born in similar times back in 1984 coming out of a double dip -- I didn't you know recessionary time.
Talk us a little bit about then vs now and how you dealt with that recession and how you guys are handling this plot potential double dip it now.
Sure well you know western Sam Adams they really worry about the economy the company was so small it was two people.
So I hope the market can go up or down we we really needed to just stay focused on.
The key which was make great -- here in United States and worker about stuff.
-- educate people about quality brewing so we and paying attention in the market we stayed focused on our business and Sam Adams -- all through that recession but -- is growing today and at least.
I'm -- talking about we're still seeing you know craft beer is growing -- overall market is actually contracting about one and a half percent so far this year craft brewing is up prep yourself are you worried about a trade down effect -- as people become -- a little more cost conscious.
No it hasn't happened because of the recession is forced people to look for value.
And are willing to pay more.
For something -- truly better they may not pay more for image and status and prestige but.
Craft beer is a genuinely more flavorful.
-- higher quality beer people will pay for that.
They've been around for a little more than a quarter of a century not -- vol may not know you're the biggest craft beer maker also the biggest.
American -- brewer now after all the consolidation of the past couple of years yet you only have about 1% of the entire market share.
Was a tough sell initially in what was the tipping point why the craft beer explosion of the past few years where it suddenly you know in taking up a lot more shelf space.
It wasn't really any tipping from its business long slow process of educating people almost -- cultural shift in today.
There is a lot of group in craft -- because the millennium holds.
You know the twenty somethings are adopting craft beer in the same way that they boomer parents adopted -- And that led to.
Thirty years of continued growth.
I think that's very likely for craft -- Alright well only time will tell -- I think if you -- actions have adopted craft -- well -- but battles and.
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