How to Drink All Night Without Getting Drunk

on 25/04/14 at 12:00 pm

Booze News

imagesJim Koch knows beer. He also knows a beer trick that may change your life.

“That guy from the TV commercials!” That’s what they call him, either because they don’t know his name, or are by now too drunk to remember it. As the co-founder and chairman of the Boston Beer Company, he has appeared in countless Sam Adams commercials over thirty years. And, while this always-smiling man is a regular guy like you and me while walking the street, the second he enters a bar Jim Koch becomes a celebrity.

We met at a midtown Manhattan monstrosity called The Keg Room, where at least four people stopped Koch to say hello as we made our way to a table. One apologized for currently drinking something yellow and fizzy as opposed to a Boston Lager as we sat down.

“So many beer lists are poorly arranged, but this is pretty nice,” Koch noted. “A good mix of styles, not just a bunch of IPAs like most bars have nowadays.”

Seconds later, he learned that one of the two Sam Adams offerings on tap was their new IPA, Rebel. We ordered two, though there was another surprise: they arrived in shaker pint glasses, which “aren’t right,” he said. “You won’t get all the aromatics.”

He reached in his bag and withdrew a Perfect Pint glass, the shapely, angle-rimmed piece of glassware his brewery helped design back in 2007 and sent the waiter back to the tap. “I always carry one with me,” he said. “You’ll see…”

He was right – I did see. And then I saw a whole slew of beers almost magically appear on our table. Nitro stouts, sours, two big bottles from their Belgian-inspired Barrel Room Collection.  That’s when Koch snapped into full salesman mode, enthusiastically talking about Brewing the American Dream, his brewery’s micro-lending program which has helped over 300 food and beverage startups over the past half-decade. But as much as Koch likes to pitch his company, what the man really loves to do is drink beer.

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