Jim Koch Tries to Control the Past
"'Who controls the past' ran the Party slogan, 'controls the future: who controls the present controls the past.'"
--George Orwell, 1984
In today's edition of revisionist history we have trailblazing craft brewer Jim Koch, who surely has a trove full of boasts he can dip into as the need arises. So why does he fabricate others?
I wanted to create a beer revolution in the United States in the same way Samuel Adams created a political revolution. Our Boston Lager was the first time America had tasted rich, flavorful, fresh beer.Sam Adams was an early microbrewer, but it wasn't the first--not by a long shot. People who had been enjoying Anchor and Sierra Nevada for a few years would have been surprised to learn that it wasn't rich, flavorful, and fresh.