Samuel Adams’ founder went bar-to-bar with a briefcase full of beers to convince bar owners to buy.
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00:00It became very clear to me that there were only two things that we needed to do extraordinarily well.
00:06One was we need to make a great beer and we had to work our asses off to sell it.
00:11I just put cold beer in my briefcase with those blue cool packs.
00:16I could get seven beers, two blue cool packs, and a sleeve of cups.
00:21And I went from bar to bar and tried to, you know, get bartenders, bar managers,
00:28owners to taste my beer and to put it into their bar.